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THE UNIVERSITY 
OF ILLINOIS 


LIBRARY 


q 659. | 
D8q494 
Copa 


Return this book on or before the 
Latest Date stamped below. A 
charge is made on all overdue 


books. 
U. of I. Library 


UL LL 18 


14685-S 


DRY.-GOODS ECONOMIST 
YE ARB OC Ors 


of 


ADVERTISING IDEAS 


and 


SING PLANS 


BEING A COMPREHENSIVE COL- 


ERGTIONS OF -PRACTICALSSALES 
PLANS, ADVERTISING COPY 
SUGGESTIONS AND TIMELY 

MERCHANDISING IDEAS 
POR @ abs we Alby USE 
OF BUSY MERCHANTS 
AND rs TORE EE X- 
Fee Wie eee Ve ES 


Edited by 
GUY HUBBART 
ARTHUR SINSHEIMER 
BRINE le Co EtAS PINGS 


WZ 


DRY GOODS ECONOMIST 
239 West Thirty-Ninth Street 


NEW YORK 


1924 


pd il walt cs 

_ COPYRIGHT, 1924, aa fv Ly 
RY THE Dry Goons Economist 
‘ . ' 4 Un 


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ae t : ae J 
rade, thie pa/eert 7 
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ITTING on top of the “band-wagon,” where you can see the 
daily retail advertising parade passing by in all its splendor, is 
conducive to broadening one’s viewpoint, and in this presentation of 
the Advertising Ideas Section of the Dry Goods Economist Year 
Book of Plans and Ideas, the writer has been most careful to compile 
that material which is, in his judgment, of most benefit in the daily 
advertising and merchandising of retail stores in general, without 
any thought as to the specific requirements of individual store poli- 
cies—which it would be an almost impossible task for anyone to set 
down in book form. 


Advertising and sales copy of today is generally well on its way to 
antiquity tomorrow; but the zdeas back of the advertising and sales 
material are always a ground-work on which can be built the profit- 
able merchandising successes of the future. 


By the reader getting the right viewpoint as to the material given 
on the following pages of the Advertising Ideas Section, it can be 
made most valuable. For instance, on every fourth page will be 
found copy for letters, items of merchandise, sales events and other 
advertising material already compiled for general use. 


Look at all this ready-written copy matter as “skeleton” copy or 
rough draft which you can revise as you see fit so as to make it fall 


in line with your own store’s advertising policy. In this way only 


can you realize the greatest benefit and help from these suggestions 
or copy thoughts. 


It’s the :deas that count after all, so by viewing this Advertising 
Ideas Section with open mind plus constructive thinking there can 
be little reason why the material herein contained should not be as 
helpful next year as it has been during this and past seasons. 


Cirthur Sinshetimer 


Ore 


{* 


576475 


Digitized by the Internet Archive 
In 2022 with funding trom 
University of Illinois Urbana-Champaign Alternates 


https://archive.org/details/drygoodseconomis01 unse 


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Advertising Ideas a a) 


AND SALES PLANS FOR JANUARY 


| nl 


sc venegeeeeres 


A Happy New Year Includes Increased Business— 
start Off by Using These Stimulators 


Target Practice 


In order to make their toy department 
a year round proposition, Weinstock 
Lubin & Co. of Sacramento, Cal., have dis- 
covered a lure that is almost irresistible 
to the boys—small and large. The store 
has installed an air-rifle range in the toy 
department and instituted a sort of per- 
petual “rifle” contest in which all are in- 
vited to enter. Those who enter the “fray” 
are registered, the records forming a 
splendid mailing list with the necessary 
data as to the youngsters’ ages from which 
to make future solicitations. Air rifles, 
badges and diplomas are awarded as prizes 
by National Guard officers, who are also 
instructors at the range during specified 
weekly meetings at the store. And the 
management says it pays in more ways 
than one to continue with this “firing 
squad” idea. 

* K€ 


All Lit Up 


The Pickens-Preston Store of Denver, 
Colo., recently proved to their own satis- 
faction that men and women are just 
“grown-up children” by capitalizing on the 
old human trait of everyone liking to “see 
things work.” They had an electrician set 
an electric button in the front door of their 
store and over it placed a small sign read- 
ing “Push this button and see our store 
lighted from front to rear.” Pedestrians 
passing at night cannot resist the tempta- 
tion to push the button and the stunt has 
given the store a great deal of advertising 
—and incidentally has provided a very 
effective safeguard against burglars. The 
lights are constantly being flashed by the 
“button pushers” from six o’clock in the 
evening until the wee hours of the morn 
and they are connected with an automatic 
time switch which turns them off thirty 
seconds after each push of the button. 
Pretty good, eh? 

* * OK 


Tell It by Radio 


So many of the department stores of the 
country used Radio to such good advan- 
tage during the Christmas 
business, that we must call 
to your attention the use of 
broadcasting for announc- 
ing January Sales. Don’t 
talk sales—but have a fash- 


ion woman tell how to make dresses and 
wearables of white materials. Plan this 
with your local broadcasting station and 
watch your White Sales jump. 


cS * % 
Home Town Sale 


In staging a Home Town Sale in New- 
ark, N. J., Hahne & Co. put over a good 
idea to stimulate their own business and at 
the same time it helped to educate cus- 
tomers as to the vast resources of their 
own town as a manufacturing center, be- 
sides aiding the business of local manufac- 
turers. All the manufacturers were asked 
to help in the project, and many of them 
sent not only samples of their merchandise, 
but machinery and operators so that the 
merchandise could be made right in front 
of the prospective purchaser who would 
then see and be told why the things being 
sold by Hahne & Co. were good. It isn’t 
always easy to get manufacturers to help 
in this way, but for a Home Town Event, 
they certainly ought to give you all the co- 
operation they possibly can. Try one and 
see. 


Sending Them Samples 


Every woman loves to “feel the goods” 
and here’s how one store sends cloth 
swatches to its customers in advertising 
dresses. Filene’s of Boston, Mass., recently 
sent out to its customers a sample piece 
of popular white cloth and on it were, in 
black, five distinct designs for house 
dresses which a woman could select—of 
course all the dresses were made of white 
cloth, sample of which she was looking at. 
She was also informed that she could order 
any of the dresses by mail, the price of each 
model being also printed on the cloth. The 
unique idea certainly pulled volumes of 
business and indicates that mail orders, 
when handled properly are very worth 
while. 

i.e nk 


Free Sharpening 


No wonder the women of Lincoln, Neb., 
think so much of the Rudge & Guenzel 
Store. How could they help it when the 
management plans so many little “helps” 
along the lines of service? Every house- 
wife finds it a joy to work in a kitchen 
where the knives are sharp—and it’s easy 


¥ 


to have them that way when the Rudge & 
Guenzel hardware department sharpens 
kitchen cutlery free of charge. “Don’t 
forget to bring your cutlery to our store 
for a free edge whenever you come to 
town” is a slogan well known in Lincoln 
households and one that can’t help but 
make a great many friends for the store. 


* 


Rummage Toy Table 


Disposing of damaged toy stock is a 
bad job, but Younker Bros. of Des Moines, 
Iowa, used this idea to clean up their 
mussed playthings at prices that brought 
shoppers and buyers in hordes. A rum- 
mage toy table was set aside on which the 
“as is” toys were spread, and Santa Claus 
himself explained the damages in each 
case to the little folks, who were delighted 
to get the things because Santa advised 
them to. 


Sports Display 


If the store could secure a good repre- 
sentation of the cups and medals won by 
the feminine athletes of the city in vari- 
ous contests, and display these trophies in 
a window devoted to sports apparel, the 
store would greatly increase the effective- 
ness and sales power of the display. Par- 
ticularly would this be the case if a card 
was attached to each trophy, telling who 
had won it, what record had won it, where 
and when it was won and what team or 
gymnasium was represented by the win- 
ner. 


ao 
* 


A New One 


Suggestion cards on which salespeople 
record the number of customers to whom 
they have suggested special articles in de- 
partments other than their own have been 
tried out successfully in the Shepard Co. 
store in Boston. After the salesperson 
has completed his own sale, he directs the 
customer’s attention to articles which are 
especially advertised in other departments 
and which are set forth on the suggestion 
card. A careful record is kept and the 
cards are turned in by the salespeople at 
the end of the day’s business. Two dol- 
lars is given to the salesperson making the 
greatest number of suggestions and $1 is 
given for the second highest number, 


Keep Pace with the Customer’s Changing 


AD Vel ORS DIS le NG get Ds EeAes 


Needs and Adjust Selling Methods 
to Her Buying Habits 


— 


[Oren 


Every Store Has a Great Opportunity 


‘| Children’s Lambe 


Very Few 


WAITES 


Sale of Silk Remnants! Tomorrow! Values to $5 ye 98c Yd. 


9 = 
* Winter Coats for Women and Miss 


| Wool Sweaters 
— 


in January. It Is the Season When 
the Public Studies Values in Goods— 
Let It Study Yours—Encourage It by 
Making It Easy and Interesting 


Sale Days Remain! Shop Early and Shop Often 


= 


Fs 
: Final Reduction Sale Childre 
Three Prwed Groups of Hiale Priced Models = 


ANUARY brings around the clearance of stocks. 
It is the time of January white sales, price re- 
duction sales on winter ready-to-wear and many 
other necessity lines. Newspapers are full of ads 
with January this and January that all over them. 
For the most part these ads look alike, sound alike 
and are alike. About the only difference is the store 
signature. 

This is more or less unavoidable, since the pur- 
pose of the ads is identical in all stores, the method 
of clearing stocks is the same and the reason or 
excuse is the same. 

But there is one element of store clearance at 
the beginning of the year which is free from alike- 
ness. That is the customer. She is different. Her 
needs are the same as they were last year—perhaps 
—but her ideas of how and where to supply them 
are not the same. 

She may still think your store is the best place 
to shop. She may think another would better suit 
her. She may have made a new year’s resolution 


Colored Sitk Girls’ Dress 
UnbrellasforWomen Values uy, 
489 


er 


Sale: 100 New Spring 
Hats at Special Price 


Women Prefer Quality and Low 
Prices in Lingerie; Both are Here 


oe 

ply the 

We bepe yoo willfully avail yourself of ube 
ered by Vole nade 


Many Economies Offered in the Annual Linen Sale : a 


ATF THO ewrrtanting Hentre of ie Anon Line Bale are | 


The Extra Large and Comprehensive Assortments 
And The Unusual Opportunities For Savings 


WO regular prices lam has & year Ago and with Rade prices we 


Wis uk wibeat qaemtio®. tbe maxt ara 
nen 

any smomeminn of 
Kew Aint Gane 8 | *) 


to change her shopping habits altogether. No 
one can tell. january brings about some curi- 
ous changes in the minds of customers. 


rr 


iz 


Another Glove Sale | Women's Handkerchiefs | © 
Chamo 


One thing is certain and only about one. 


January 


Clearance ! January Clearance ! 


vers 


Lengths, 1-2 Yard to 1 3-4 Yards 
ake ~ 


A: It is this: Thoughtful customers will be look- 


pair In a 49¢ Sale— 


e Last Day of Loom End Sale 


ing for the best values for the money. Last 
year they looked for it. They will look more 
carefully this year. 


Purchase 
and Sale 


Good, Warm Union § 
Are Needed Right Ne 


A Fine Lot of Silk Stocking 
at Low Prices— 


Specially Priced Sitks, 
Taffetas and Crepes 


There is an 
advertising 
and selling 
lesson in 
every good 
advertise- 
ment, no 
matter what 
store pub- 
lishes it. 
Send in 
some of 
your ads for 
reproduction 
and com- 
ment as a 
help to the 
other fellow. 


Buying a Rug at Slipshod advertising will get little attention ST (tggeg, Sud Get Takes | 1% ae 2Q0r Te | 2axd3 Oe Peck o 
One- Hal/ Price is || Noles" after the first of the year. It gets very little Foot «| pe reemaer Sori toap  ee ry re Ci ‘{ 
5 epee any time of year. People have to be urged to Seen Wall pee Upto Vi 
peceters buy, encouraged to buy, directed to buy, no $1.39 ve 
pases ae Sarin matter how definite their wants may be. They eves ae 
a sats will not let loose of money, as they once would, <P Pal i 
Ce merely because it is the season of sales. Fide Tn Fie NE 

Clearance | sis Describe your values, give reasons for the 

Tass reductions, do not imagine excuses will pass 


Women's Winter to 


1.50 


for reasons. Do away with the time - worn 
slogan “We are overstocked and must slash 
prices to reduce.” That is too old, too thin an 
argument. No one believes it. 

Replace the old platitudes with sincere, 
sensible statements. ‘We always have re- 
duced prices the first of January. You know 
that. This year we are doing it again and in 
such a way that if you need goods you can see 
for yourself the advantages we offer.” 

If you are reducing the price of wool blank- 
ets, let us say, put the old price in the descrip- 
tion. Say that this blanket is the same one, if 
it is, you paid so and so for last fall. Describe 
why it was priced as it was last fall, then give 
your reason for the reduction and put the re- 


Aprons 


Coats Reduced— 
‘7.50 "16.50 '26.50 
n 


phe pe OM 


Coverall 


) Generous 
al) Reductions! 


+4 
rey Underclothes 
Sk he 


That Cartons in the Season Woakd Haw Said For $35.00 


= Se 
| January Sale of Rugs and Linoleum 
| Stocks of Beautiful Rugs at Greatly Reduced Prices 
b Asminster Ri Buy Them on the Club Plan : 


Pant 


; Special Purchase of 


Hand Made Blouses $3.95 | 
Made Expressly for this White Sale jj" 


Be Here Sharp at Nine Monday 
See 


To realise the sompe ol thas Sale. rend this hy 
La 


Hers the Sale you're bone wutioy for, Months of 
ol mrerchunde and prices 


1400 Pequot and Utica Sheets 


Placed on Sale at Very Special Prices 


ther Rugs Attrastively Reduced for 


xy eax 
Three Price Regroupings—Corsets Two Apron Specials 


5 a 98c $1.98 $2.45 
ea 
‘ N: 


Srectat 
ees 31.49 = ———— | Nilife Corsets 

ae w=" Cotton Fabrics at Much at $3.95 
Sheets Less Than Usual Prices { Newent 


is112 oe 
Speckel. 1fe Yord 
Save onBlanke:s and Bedding 
al: 2 


Extra Special 
Worsted - Wilton 
R 


~ 


3000 Pequot and Utica Cases 
ea 7 0 tore 


Unbleached 
Poppy Sheets 


Cannon 


$1.19 


Clearence: Sele of 
Electric Vacuum 
Cleaners and 
Washing Machines 


All Ow: Floor Samolae and 


= E 
Turkish Towels 69c Each 


| | January Footwear Specials | 


Striking Volabs Offered in Beautiful 
‘it New Shapes and Styles 


| Sally Sandal 


Diacontzoucdl Nsmeey 
ROYAL es SOCIETY 


* |PACKAGE GOODS—HALF PRICE 


feached Toweling 23c 


Extraordinaty Event fot Men 
Sale of Manhattan Shirts 


Semi-Annual Clearance at 
Greatly Reduced Prices 


wings We roland 
! 


Pogey Cloth Bpacial 23 a Yard 
aah Cin weg cok 4 oy vee 


Important Sale of Silverware 
The Paragon Pattern 
A Very Pretty Design Good Savings Shown 


In Sets of Six Fancy Pisces, Each 
Li8 Packedin Individual 


Flannelette ot 18¢ Yard 
i 


Embroidered Articles 


Indianhead 
~ Aprons 


Complete With Chest 
$8.55 


More Women’s Coats$ 


til 


ee 


duced price in good, plain 
figures. If you have bought 
a new supply of blankets 
for the clearance sales, say 
so. Then your customer 
will know it is not in real- 
ity a clearance sale but a 
planned sale. 

Every time you fool the 
customer you fool yourself. 
She can quit buying from 
you but you cannot quit 
selling. 

This is mentioned here 
because many stores do 
more fooling at the first of 
the year than all the other 
seasons combined. They 
have done it so long, some 
of them, they believe it 
themselves but no one else 
does. 

January sales attract at- 
tention to store policies for 
the ensuing year. Would 
it not be better to do the 
right thing well and have 
customers know it the re- 
mainder of the year? 

Customers never think 
of their favorite store as a 
one-month store. If they 
‘like the store, they like it 
twelve months of the year. 


AyD TVsHe Re LS TONG 


IDEAS 


What Can a Store Advertise Besides Its 
Goods and Service? 


There Are Several Subjects at the Disposal of the Store Reporter, All 
Interesting to Customers and Productive of Real Profit to the Business 


By Guy Hubbart 


OOKING backward, there are many admen still young but not youth- 

ful who can recall positions they lost because they insisted on ad- 

; vertising to the customer. If customers were interested in a store 
aside from their interest in goods needed they could, and very likely 
would, go to the trouble to acquaint store heads with the kind of adver- 
tising desired by the public. 

But the store is not the customer’s. She only goes into it in quest of 
goods she wants and needs. She-has troubles enough of her own without 
assuming any outside of her own activities. 

Advertising is read by customers because it is the quickest and most 
convenient way to get an idea of what the store has to sell. It is rarely 
interesting, usually only half-informative and frequently dull, common- 
place and unintelligent. 

This is just as true of big store advertising as it is of small store ad- 
vertising. For every bright, interesting advertisement, read because it is 
a delight to read it, there are ten casually glanced at because of habit. 
These are never read in earnest but are sketchily browsed over and soon 
forgotten. : 

Why is it that the most interesting type of enterprise known to busi- 
ness expresses itself so uninterestingly? There may be ten reasons but 
two are enough. Here they are: 

In the first place, store heads for the most part seem incapable of 
thinking from the store outward. They think from one department to an- 
other or from one store official to another. This is plain when a careful 
study is made of the arguments found in most store ad introductories. 

In the second place, most store managements are unable to put them- 
selves in the customer’s place and see their own stores as a place to buy 
goods instead of a place to sell them. 

Briefly, the average store appeal is a selling appeal in spite of the fact 
that it is intended to encourage people to buy goods. 

Happily there are exceptions, otherwise there would be little use or 
excuse for the above observations. The Duffy-Powers Times, reproduced 


ROCHLSTER PUES-UNION. 


here, is an exception and we are glad to have this opportunity of present- 
ing it to our readers as a good example of what we would call a real buy- 
ing advertisement, which you will find very profitable to carefully study. 

It is written to the customer, not at her. It reflects her interest, not 
the store’s. It assumes she knows the store’s business is that of selling. 
Therefore the appeal is based on her buying needs. 

A store can always sell if customers find out they can buy what they 
want init. Why not keep that in mind when the copy for the ads is being 
prepared? 

In the Duffy-Powers Times the newspaper style of copy is adopted. 
It is not imitated. This difference is worth analyzing. If the adman at- 
tempted to imitate the news reporter’s style he would simply succeed in 
obscuring both the purpose and the subject matter of what he writes. 
But adaptation is a different thing. The adman has taken the newspaper 
reporter’s method of creating interest and adapted it to creating interest 
in the store and its goods. The news reporter deals largely with events 
and happenings in terms of people, conditions and events. 

The store reporter must write about things, items of merchandise, 
articles for which money is paid and which have a definite use in the 
customer’s every day life. This store reporter has done just that. 

He has tried to turn store information into news for the customer 
and he has succeeded in being interesting without allowing the means of 
interest to overshadow the purpose of interest. 

Look at the illustrations. They are done in an easy, charming tech- 
nique, interesting without being freakish; suggestive of a mood rather 
than depicting a frame of mind. Why is it more stores cannot see the 
value of the kind of thinking required to devise this illustrative scheme? 

The very fact that this store requires or permits the use of originality 
is in itself a recommendation so far as thoughtful customers are con- 
cerned. 

Read the section captions: “Piece Goods Have Bolted Down Stairs,” 
“Dress Show Fascinates With Beauty,” “Fresh Air and High Ceilings,” 
“Touring in an Elevator,’ and 
others just as good. 


PAGE ELBVEN-= 


WEDNESDAY, NOV. 1, 1922- 


| HOME EDITION | 


Durry-PowERs TIMEs 


MAIN STREET AT FITZHUGH—STORE HOURS: 9 A. M.TO6 P.M * * 


DUFFY'S A BEE 


November Ushered in Gloriously, Looking Toward Thanksgiving and Christmas Gladness 


FAMILIARIZE YOURSELF WITH WORLD OF NEW THINGS 


ROCHESTER, N. Y.. WEDNESDAY EVENING. NOVEMBER FIRST, 1922, id * 


VE OF ACTIVITY 


Surely these captions con- 
vey ideas much more directly 
than the ordinary caption plati- 
tudes, assertions and absurdi- 
ties! They leave impressions in 
the readers’ minds. Impressions 
lead to ideas. And ideas pro- 
voke action in terms of the 
kind of ideas used. 

And the section writeups are 
interesting partly because of the 
style of writing, partly because 
of the subjects written about. 

The point is this, in case it 
has so far failed to come out; 
the way an advertisement is 
written is more important than 


WEATHER 
It is always fair weather under thia 
store's hospitable root, 


TELEPHONE EXCHANGE: MAIN 7000 


FAMISHING FRESH AIR ITTL A SERVICE FLATTERING the theme or subject of the ad; 
FOLKS FED AND HIGH ITTTLE- BUREAU ON FEMININE th : 

FAMOUSLY CEILINGS — @ JOURNEYS 7heu MAIN FLOOR FOOTWEAR Pa REN ih pubicce Hee 
fom bang feed tome wouth wo TE adoro DUF cb ~) Sse eee Cosi iam eeoreser tikes oon vondeess Getcha items which form the theme and 
EWE oceton ak aioe servant Ones Note POWERS Mio on be the customer’s interest reflected 
"ant he must be a tranger in nn mudenht ata te that oE Cpe nen Pian in what she reads is most im- 
"ance, nee of aking 9 any : vii das ems alinense portant of all. If she discovers 

dy admit tho d sail right alone ax exeollent pretetienes all ate achat = . rs 7 
PIECE GOODS semivermonta Tew dia ou engoy that ert ewe by : NOVEL COAT ee on eo ee ADY FINGERS) her own ideas in the store’s 
HAVE BOLTED ali-fashioned roast eat tho other higher than many St ec COLLECTIONS sa Tit the pilots emit no premium WELL GLOVED news she is sure to read the 
“DOWNSTAIRS ree Waitin medae tha Hat heo= NOW ON DECK i Seat Se. news, remember it and act on 


Not long age we moved our Silka 
and Dresa Goola Department down 
from Third to Main Floor. 

In its new situation with the msret- 
£ unique filvmination and ad- 


dizplay facilities, this sfctton 
affords you manifest convenience in 
selection, 

November days but accentuate rhe 
wealth of ogr showing of new wenves 


for scasonable réqutrements, In your” 


quest of the Innovation in coating, 
sulting or dross material, glance 


through this diversified aesomblage FEATURING -TOURING IN 
HELP-SELF AN ELEVATOR 
FOOD SHOP 


rama of merchandive. 
Watch(ul porters tirelessly purau 
impudent scraps of paper and dust 


which would mar appearance of Noors 
and stairways 

Poworful Sturtevant fins. unseen 
unheard, whirl fresh puro air 
through the buildings by day, while 
through rhe long night watches above 
the ticktag of the clock. the hum of 
the duat-eradtcating vacuum cleanor 
ia, heard. 


uuyers Mave Made A Fleaten Pats 
Potwoen Horo and New Yorts Oly 
Style Sources, 


oft: 
your make your wardrobe 
ent, No time ltke the present 


a 


CLOTHING 


splays afford tnoxhaurtible 


Acqueint you 
and correctness hoi 
authoritative way 1 
foremost fashion § 


the impulse which it gives to 
supply herself with goods the 
store advertises. 

This advertisement is not 
mentioned here because it is a 
Duffy - Powers advertisement 
but because it is a fine example 


BALE of breaking away from hide- 
TH A 
‘A LA MODE bound ideas of department store 


Changed management in oor Men’y 
Clothing Departmept. Changed stocks 
t W 


Yo are now apesjaliaing in cele- 


advertising. It really advertises 
what a store means rather than 


: ; { what a store is. And that is 
Ea a tg fasasl stort rae Ail EX what brings people in—the 
ing to be invited to your table, I & ‘ 

mee : store 
i eo eee pe Grr ARING Beene or an wa ACCOUNT ie shia ts to them, 
Ae dour sarvice to dall¥er the/hoaping VAIN BABES’ EES Neti eat os HELPS OUT. 4 stores are not alike in 
NEEDLEWORK loeniphe od ATTENTION Cie a ek Bo you know that thousands of policy, Jn merchandising meth- 
pelo ae a oa BEE SHOW been aon nthe ar wibot nent ods or in advertising. But with 
IL Freee Re cies Guia eriaante them? they're the Oharge Acoount i i 
gee apes ho co ir BEALE them _Theyfe tia Gharee Aout all their differences they each 


So fost that one can hardly keep 


LUXURIES 


GLORIOUS FROM UW. S. 
APPLE PIES RUG LOOMS 
THURSDAY of conn isan Inpleaton 


A 4 
paper special 
mention is mnde of the fenture, Sut 
fice to remind here that when our 
Bokery undertakes a coup of this sort, 
the result ly a memorable one 


Q@eclaring thelr genjus that can pot 
be gainsaia, 


ing Imme- 
ng with a view 


England 
wondertul 


War are obli 
pink selves at a uniformly cosy tem- 
perature. 

‘Trust this Dufty-Powers Baby Sh 
to Nave been thinking away In nd- 
about the Hide people's W 

t. 


4 comforts from 
and nightie to furry 
ere 


fig manareh’s adorn= 


venience of requesting this arrango~ 


Du would like to provide 
d household requirements 
{anager Office 


mean about the same thing to 
the buying public: a _ place 
where family, household and 
personal needs for goods may 
be supplied at any time. The 
nearer the store ads reflect this 


PRACTICAL SERIES OF ¢ 
FURNITURE SURPRISES attitude, the 
PRESENTED | eas cnsctceetveertedias better for the 

SET uaa as entotae store and _ its 

Seats aide business. This 


y, with 
Ppelnting your 


ces qnd features 
© tha motropolltan 
ich we are able 
ns’ dieporal. 

D 
or ulness of Ite pervice ax 
fort ae posmidle. 


—_ 


'y-Powerg’ to ine” 


ad reflects the 
meaning of 
Duffy - Powers 
as a store. 


These Suggestions Will Help You Aeioes 


January Sale 
of Coats 

For women and misses who 
have waited for lower prices on 
finest quality cloth coats, here is 
just the sort of a sale you’ve been 
looking for. 


+9 e4 


Now for the 
Clearaway of Dresses 


These have all been repriced to 
conform to our January Clearance 
policy—reduce stocks early by 
lowering prices to make room for 
new stocks coming in. Here are 
the low prices. 


vce 7 8 


ist follow-up 


Sales of White 


We Can’t Help Our Enthu- 
siasm in Bringing This Event 
to Your Attention 


There’s a reason for the Sales 
of White having met with an 


enthusiastic reception from our 
patrons. The excellent values 
offered, the broadness of stocks 
and the high quality of the 
merchandise proved irresisti- 
ble to the hundreds of women 
who crowded our store yester- 
day. Be sure to come today or 
tomorrow and share in these 
values :— 


Now Is the Time 
to Buy Blouses 


Whether it’s a tailored blouse 
of neat simplicity or a dainty 
blouse of elaborate frills, come 
make your selections while these 
prices are in force. 


$iaaee 


2nd follow-up 


Sales of White 


Offering an Opportune Time 


to Replenish Your Many 


Seasonable Needs 


Every woman who purchases 
any of the special items an- 
nounced for our Sales of White 
saves money! This fact has 
been appreciated by every cus- 
tomer, for the success of the 
sale was assured an hour after 
it began. Abundant values in 
white goods. undermuslins, 
trimmings, etc., are here. Bet- 
ter come tomorrow and_ see 
them :— 


Children’s Dress Prices 


Have Been Lowered 


Scores of pretty dress styles 
for school and dress occdisions are 
included in this sale but we ad- 
vise early selection at these re- 
duced prices. 


$7.9: 5.4 


Some Call Them 
a Modern Necessity 


“Not from choice, but from ne- 
cessity,” replied a smartly gowned 
woman when asked why she wears 
a brassiere. This attitude on the 
part of fashionable dressers is re- 
sponsible for our splendid showing 
of new styles in brassieres. 


ADV ER Tels LE NeG 


IDEAS 


By Arthur Sinsheimer 


January Sale of 
Women’s Undergarments 


The sort that have warmth with- 
out weight or bulk, in smart form- 
fitting styles and at savings in cost 
that no woman should overlook. 


L Bek MES | 


space you intend to use. 


tant we have ever held. 


vail at this time. 


The White Fabrics 


Both linen and cotton fabrics 
are represented. No need to point 
out that the following prices are 
less than would have been possi- 
ble at a previous time. 


(items and prices here) 


Laces and Embroideries 


Here are fashionable trimmings 
for the new apparel you will soon 
be making—all at special prices 
for this occasion. The assortments 
are so large that we can list only 
a part of them. 


(items and prices here)» 


One to Four Yard 
Dress Goods Remnants 


Every sort of piece goods in- 
cluding a choice of high priced 
silks. Lengths are suitable for 
practical purposes and certainly 
are good buys at these prices. 


+ c0ER? 


This Is a Quick 
Disposal of Skirts 


And it certainly will be a quick 
clearance of smart separate skirts 
if lowness of price has anything 
to do with it. Take our suggestion 
and come early. 


i= Orn® 


These Are the 
Last Days of Shoe Sale 


Stocks of men’s, women’s and 
children’s shoes are still large and 
assortments are fairly complete— 
but don’t delay over these final re- 
duction prices which go into effect 
tomorrow. 


Ready for the 
Last Call on Winter Hats 


Not a great variety of winter 
millinery remains in our stock, 
but all that are here are now re- 
duced for early comers tomorrow. 


1 Mah vet 


Just as a change of diet, this month we present a series of 
headings for a January White Sale—first ad and follow-ups— 
which you will find useful material on which to build your 
own sales copy. Remember that these are only headings 
and you can add any amount of subheads, items and prices 
to fill out your complete advertisements according to the 


Saleo of While 


The Sales of White which we begin tomorrow are quite the most impor- 
Fortunate purchases—the result of unsettled 
market conditions—are responsible for some of the finest values in dainty 
white-wear that have been offered in years. 

Farsighted women will see in these Sales a “not-to-be-missed” opportunity 
to buy a new supply of white-wear at much lower prices than usually pre- 
The sales begin today, featuring the following values: 


White Waists 


Consider that these waists are in 
the newest and prettiest fashions, 
well made of good materials— 
then note their low prices: 


(items and prices here) 


White Undermuslins 


You are not often given the op- 
portunity to buy such undermus- 
lins so much below their usual 
prices. The assortments are very 
large, containing every sort of 
undergarment you could desire— 
just see: 


(items and prices here) 


Knil Underwear 


The special values give you the opportunity to buy fine knit union suits 
and separate garments at substantial savings in cost: 


(items and prices here) 


Men Take Notice— 
A Man’sSuit Clearance 


These clearance prices on men’s 
suits are a good illustration of 
what we can do for men in a 
clothes way. If you want to know 
what value is, see these suits to- 


day. 
4 ¢ 4 
Men’s All Silk 


Persian Cravats 


This offering contains six 
clever conceptions of cravat de- 
signs worked out in rich dark 
motifs and made up in beautiful 
silks. Only nine hundred in the 
lot and most people will demand a 
dozen apiece at this price. 


4 4 4 


These Smart Suits 
Are Lower Priced 


Yes, these are the same suits 
you admired earlier in the season 
—and just see these lower prices 
you can now buy them at. 


Some Mighty Fine 
Reductions on Corsets 


These are models skillfully de- 
signed for comfort and style and 
provide a fine foundation for your 
new Spring garments. Specially 
priced for tomorrow only. 


vrny £9 


A Real Regular 
January Glove Sale 


This is an annual event which 
gives our customers the oppor- 
tunity to lay in a year’s supply of 
gloves at very little cost. 


Ped Poe 2 


3rd follow-up 


Sales of White 


Your Opportunity to Buy 
Finest White Wear at Savings 


We have had many white 
sales in the past—other stores © 
have had them, too. But we 
sincerely believe that our pres- 
ent Sales of White are the 
most important that have been 
held in this town for years. 
Our alertness in taking advan- 
tage of the unsettled market 
conditions is responsible for 
the big stocks and unusual 
values provided by this event. 
Just read this long list of to- 
morrow’s offerings:— 


Norwegian Calf 
Shoes for Boys 


Made of a fine quality Nor- 
wegian Calf in a mahogany shade 
and built on genuine oak soles 
with a layer of genuine raw hide 
to prolong the period of wear. A 
good shoe, made to last and priced 
very moderately. 


Ger GERd 


4th follow-up 


Sales of While 


If You Haven’t Done So Al- 
ready Come Now for the Re- 
maining Good Values 


Hundreds of women are tak- 
ing advantage of this event to 
supply their entire white-wear 
needs for the coming season 
and the buying has consequent- 
ly been great. Nevertheless, 
assortments are still very good 
and the values just as impor- 
tant as ever. The Sales end 
(date here). Come tomorrow 
prepared to save largely on 
your white-wear purchases. 
You will not be disappointed. 
Here Are Some of the Good 
Things :— 


The Daintiest of Underwear 


Both Silk and Nainsook 


Many beautiful effects have been 
produced by the use of exquisite 
laces and embroideries combined 
with soft silk and lingerie fab- 
rics and in this 
offering we are 
showing some of 
the daintiest new 
underwear at 
prices that are 
exceptionally 
moderate, 


Advertising Ideas 


AND SALES PLANS FOR FEBRUARY 


ll \ 


OK. uy 


vinith! a 


HA HL | Ws y 
" 
" 


PAS Te 


ec toneanssveres 


These Ideas Have Been Used With Success 


You Can Save Much Time and Effort by Adapting to Your Own 
Particular Store Needs Whatever You Think Is Practical Here 


News Stories in Ads 


The Rorabaugh-Wiley Dry Goods Co. of 
Hutchinson, Kan., employ a novel idea to 
liven up their advertisements and it is 
bringing good results according to the re- 
ports of their advertising manager. In 
every ad, prominently displayed, is an in- 
teresting news story designed to interest 
Hutchinson folks. One story dealt with 
house robberies which had been rather fre- 
quent and so a hook-up with the present 
was obtained which attracted attention. 
The story was headed “Robberies Were 
Unusual 20 Years Ago in Hutchinson.” 
Another story was labeled “There Were 
35 Fires in Hutchinson in 1899.” The story 
went on to tell of a spectacular fire which 
occurred at that time and how, with the 
present modernly equipped fire depart- 
ment, such a catastrophe could hardly oc- 
cur again. This idea ought to look prom- 
ising to many of you who are searching 
for something new in your ads. 

* * * «£ 


Daily Economy Item 


Here’s an idea that most stores could in- 
corporate into their daily advertising to 
profitable advantage. Plan with your de- 
partment buyers to alternate on giving you 
one item each day that you can offer “for 
today only” at a much below regular price. 
This item to be enclosed in a suitable border 
and to occupy the same size space (and 
position in layout if possible) so that it is 
conspicuous enough to be looked for regu- 
larly by your customers. 


Looking Things Over 


Schuster’s of Milwaukee have a Saturday 
morning “round up” for all employees of 
all departments at which regular offerings, 
specials, etc., are paraded before them so 
that every one will be thoroughly acquaint- 
ed with what is going on, and will have the 
proper enthusiasm and interest so that it 
can be communicated to the customers. 
“There is no reason why a salesperson at 
the glove counter cannot, if the occasion 
offers, interest the customer toward going 
down and seeing something special being 
offered for that day in the way of wash- 
tubs,” said one of the executives of the 
store in explaining the motive of the 


“round-up.” TT. P. Collins, advertising 
manager of the store, with the merchandise 
managers, prepares the program for these 
round-ups. Buyers often talk on their 
offerings as they parade by, which adds pep 
to the things they want to particularly 
push and sell. The influence is reported 
as being felt over the entire store to a very 
noticeable degree in increased sales. 


x * x x 
Musical Sales 


Jacob Grossman of Warren, Ohio, uses 
a “soothing” sales idea in his Infants’ 
Wear Department and the psychology of 
it sounds pretty good. While mother is 
looking at new things she wants for baby, 
a phonograph keeps the youngster enter- 
tained with lively, musical and fairy tale 
selections which have the effect of amusing 
the infant and at the same time making 
mother feel pleasantly at home while doing 
her shopping. And we’re told that Gross- 
man’s does the Infants’ business of War- 
ren; maybe “there’s a reason” in the rec- 
ords. 


A Hat Contest 


Over two hundred new customers was 
the direct result of a “trim-your-own-hat”’ 
contest recently put over by the J. W. 
Knapp Co., of Lansing, Mich. The contest 
was staged to make friends for the store’s 
millinery department and prizes amount- 
ing to $100 were distributed. A society 
woman awarded the points on each entry 
for general style. An art instructor judged 
them from the basis of design and artistic 
merit, while a sewing teacher passed on the 
quality of workmanship. It’s some idea in 
these days of free instruction given in 
most stores on knitting, sewing, crocheting 
and other of the needle arts. 


*% *  & 
A Doll’s Tea Party 


Hahne & Co., Newark, N. J., featured 
a doll’s tea party in their auditorium for 
little girls and their dolls which was de- 
clared a big success by all. Tickets were 
obtained free in the doll section of the 
store, over three thousand being asked for. 
Each little girl was served with hot choco- 
late, cakes and pretty little souvenirs while 


story-telling and music were provided. 
Every twenty minutes, three hundred more 
children were admitted to the auditorium 
and quickly served. What “little mother” 
in Newark can now fail to think of Hahne’s 
when she plays with her dolls? 


* * KF 
Toy Pennies 


Recently the J. B. Sperry Company of 
Port Huron, Mich., accepted toy money for 
real merchandise such as dolls, bells, 
knives, gold-plated pencils and other se- 
lected items. Pictures of toy pennies were 
printed in the store advertisements for a 
period of three weeks and the children 
were told to cut them out from as many 
papers as they could get their parents, rel- 
atives and friends to give them for this 
purpose. These toy pennies were then ac- 
cepted by the store in payment for speci- 
fied regular stock items of merchandise at 
their face value. The plan was to get 
youngsters excited over the “game” with 
the store, and through them to bring in the 
parents. It worked better than any offer 
the store ever made to give presents away 
free to the children. 


Free Gas 


The Kaplan Department Store of Pros- 
perity, S. C., in order to stimulate trade in 
the outlying districts, offers to its cus- 
tomers who come by auto and purchase 
any merchandise to the amount of twenty 
dollars, one gallon of gasoline for every 
ten miles they come and go, no matter 
what the distance or make of car they use. 
Pretty good deal for Ford owners in par- 
ticular, isn’t it? 


A “Ridiculous Sale’’ 


The Harry Katz Store put on a “ridicu- 
lous sale” for the women of Oklahoma City 
and the novel method of disposing of 
broken lots went over in great shape. The 
sale was advertised as a ridiculous price 
sale to clean out odds and ends and broken 
assortments in every department so as to 
rid the store of leftovers. Study this plan 
and we think you'll see some usable clear- 
ance idea back of it for your adaptation. 


AyD VE Rela lsst NEG 


THE BUSY 
BEE HIVE STORE 


2 te 6 ond 6 to 14 Year 


| Children’ 's Coats 


Now for the Big Economy Event 
The ELLIS MILLS 


F spruary Lee ance Sale 


‘sit Dress Hi “183 =] 


Slightly Messed agd Soiled 
From Handling 


et 
i slightly mussed pi 


Prices Regardless of Cc st 


11 ah 


ingle RED CIRCLE 


Sale Will Be for a Few Days Only, Besinning Tomorrow, 8.30 A. M. 
Charged, and no Phone Orders Filled 


18} Se, (oe 


=| 


a Juniors’ and Misses’ 
S4iy VF Former Valoes $45: 
COATS: 0 to $35 ry 
+ About a Hundred 4," 

SPRING HATS ‘teh Pout 

Regularly Priced $7.50, New z = . 

Embroideries Silke and Wool Dress Goods Ginghams, Voiles, Towelings, Etc. Underwear 
: Odds and Ends Way Down in Price $5.00 Prices Astonishingly Low 


Boys’ Overcoats 
59 of Them 
} 


Raga (ee 


Odds and Ends of 
CRETONNE 


RIBBONS = — —— 
Ant Soma 10 Brands of Well Known 


“49¢ Toilet Soaps, 3 Cakes for 25c 


Good Values in Gloves i ‘sand Boys’ Shirts 
“79 
98c 
*49e 
“49¢ 


*39¢ Mac Ben: Bate! 
25¢ 


Witch Harel, Core Oil, 
Helaod House Bath Seap, Sandal wand 


The Bee 


Hive Store Hive Store 


647 and 649 
Penn Street 


IDEAS 


This Page Is Written for Salespeople Who 
Study Their Employer’s Daily Advertisements 


Salespeople who are worth most to 
the stores employing them differ in 
two ways from other salespeople. 

First, they study the merchandise in 
their departments and sections from 
the standpoint of its use and value to 
customers. Knowledge thus gained 
helps the salesperson to quickly un- 
derstand what the customer wants and 
why she wants it. 

Second, they study the store’s ad- 
vertising as well as that of other local 
stores so they will understand the 
day’s selling program and have a 
knowledge of what their store and 
other stores have invited the public 
to come in and buy. This kind of 
knowledge enables the salesperson to 
serve customers in such a way that 


THE ELLIS MILLS STORE, Reading, Pa.—This ad is 
different from the other two analyzed here. It is a mer- 
chandised ad. Salespeople ought to know these differ- 
ences because they have different effects on the buying 
habits of the public. All these sell goods, but the 
merchandised ad does something besides. It shows the 
public how the store can serve a wide range of family, 
personal and household needs by merchandising in sec- 
tions quite a group of items. For example, notice the 
embroideries section of this ad. It contains eight 
separate items and each one has a special appeal to 
women, either eight women one time or one woman 
eight times. Think this over, then look for sections like 
it in your own store’s ad and study them. Then study 
your customers as they shop. You'll learn something of 
value if you do—something about how ads sell goods. 


Van ul | Prothu vr Bleach arnitare fale 


begins t tomorrow morning 


wand thus aBords yo week more of “oppor 


bib dioplay and dil within Felresry’s 


*1,000,600 stock of 
bed room, living room and 
dining room furniture 


for 750, 000 


On our recent purchases 
your saging may range 
to more than one-third 


ic period designs 
and favored finishes 


ry ol 


Overstuffed davenport, Queen 
~ Anne period design. 


February safe. ‘98 


chair.an 0 tien 
pee feature, aT 15 


they come again and again to the 


same department 


for 


more goods. 


This increases the store’s volume and 


the salesperson’s pay. 


Every four weeks this page will 


contain an analysis of 


the selling 


value of certain kinds of advertise- 


MANDEL BROTHERS, 
Chicago, Ill—A page ad 
featuring the merchan- 
dise of one department— 
a specialized ad. The 
merchandise featured is 
furniture, goods which 
sell in big units of 
sale, like $34.75, $98.00, 
$115.00, $375.00 and so 
on. Small units of sale 
are 20 cents to $2.50 and 
are usually found in 
small wares and acces- 
sories divisions of the 
stores’ stocks. Someone 
has to sell both kinds 
of sales units in a store 
but furniture salespeople 
have to deal with big 
sales units. This adver- 
tisement is interesting 
and helpful because it is 
published. by one of the 
finest stores in the world 
from every standpoint— 


goods, values, service, 
advertising. 
Read it carefully even 


though your store is a 
small one in a small town. 
Furniture means the 
same thing to people in 
a town of 15,500 that it 
does to those in a metro- 
politan store like Man- 
del’s, Chicago, Ill. Read 
the description under 
each item. You will 
gather some _ splendid 
points about what makes 
people like Mandel 
Brothers’ furniture. You 
can talk more intelligent- 
ly if you have good in- 
formation than if you 
have no information or 
poor information. 


ments written so the salespeople can 
study it and therefore learn what the 
customer learns from the store’s ad- 
vertisements. Remember this when 
you read your own store’s advertise- 
ments: They are written by the store 
but are written to be read by pros- 
pective customers who need goods. 

Sometimes customers see things ad- 
vertised which make them want items 
they had not previously wanted. This 
brings customers into the store in a 
buying mood—to see what the store 
offers. It is at this point that the 
salesperson takes the place of the ad- 
vertisement the customer has just read 
in the newspaper. At this point sales 
are made or lost for stores, also cus- 
tomers are made or lost. 

Here are three advertisements 
analyzed to help you in February. 


They may not be your store’s ads but 
every store runs similar ads and for 
the same reason, so study these and 
then your own, 


The Febennty Slestae Hurrying Win Winter Goods Out 
Sele Space to New Spring Merchandise 


Is the Magic Sale-Price 


For Any Man’s 
Suit or O’Coat 


in Our Entire Stock 


THINK OF IT—TWENTY-THREE DOL- 
LARS, ¥ ‘ Hing prices were from 


We Will Make « Host of New 
‘Friends With This Sale of Women's 


>» Handsome New 


DRESSES 


Zo 


Silk Taffetas~ Charmeuse-- Mignonette-- Satins-- Crepes-« 


about the styles—and there are ever sof 
with one another in attractiveness, and 

will have no difficulty id selecting one 
your fullest approval 

Models For Women and Misses—Styles 

For Most Every Occasion—All At $25 
One may be a cleverly drape effect—and they're very 
cece with row after row of 

in tunic style, Necks may be either 

ics long or short. Embroideripg, 
her modes of trimining are much in 
if sizes, - 


10 assure you that these dresses 
us say—the price of $25 is re- 
of this character right at the very 


If Priced At Their Full Worth, 

They Would Be 39.50 to $65 
‘1 ct that we pong these 
5.10 sell 


nent by offering unusual values 
es UNUSUAL st $25. 


Pe ie rete ee, 


De You Admire the Greve With 
Which » Stender Woman Weare 


bee 


Will Give You Thet Same Charm 
of Figure 


Dress Aprons 
Te Attractive New Sty! 
Prager talc fg 


: |THE BASEMENT STORE: 
New Spring Suits 


That Are Very Unasual Value At Only 


24. fe 


A 3-Day Clearing of 


Room-Size Rugs 


Fer Teo Houre—9 to 11 A.M. 


Rag Rugs at 1.88 


THE KERN STORE, Detroit, Mich— 
A seven column departmentalized clear- 
ance ad which is so merchandised that 
a customer with a large family can save 
money on a wide range of articles for 
household and personal use. 

The leading drawing card is dresses 
@ $25.00. The theme of the ad is 
“moving Winter goods out to make 
room for new Spring goods.” 
Salespeople in the Kern Store could 
have told you the day after the sale 
which items appealed most to the pub- 
lic. If they studied the ad before the 
customers came in, they were ready to 
serve in terms of the leading offerings 
of the store. They knew where each 
item was located in stock, what the 
customer had read about it the day 
before and had sensible arguments 
ready whenever needed 
to make a sale. 
Departmentized ads 
bring people to all parts 
of the store because they 
tell of items in many 
departments. 


ASDEVo hehe lel Sele NG 


This Advertisement Is One of 
the Best of Its Kind Since 1920 


* * * 


Out of tooo Clearance Announcements 
Only One Came Within Three Points 
of Waites January Clearance. 


By Guy Hubbart 


This department has analyzed 1000 clearance and 
special event advertisements since Jan. 1, 1920. Out 
of this group Waites, Pontiac, Mich., scored best on 
all points. The points used as a standard of measure- 
ment are as follows: 


(1) Logical merchandising—Putting seasonable and 
desirable goods into the advertisement on the basis 
of the greatest demand. 


(2) Item description—Giving the reader a clear 
idea of the nature of the article advertised and the 
kind of value it represents at the price. This in- 
cludes copy treatment and ideas. 

(3) Forceful captions—Catching the eye and lead- 
ing the interest directly into the item described. 


(4) Sane pricing—Making the price and the value 
appear reasonable to the plain intelligence of the 
customer. 

(5) Sensible Layout—Meaning the right amount of 
space was used in the right way and accurately fitted 
to the importance of the selling program. 

In making the analysis, all the advertisements 
reaching the department of analysis and comment 
are classified under five headings: departmentized, 
specialized, merchandised, special and announcement 
advertisements. A sixth classification includes com- 
binations of the five classes. 

The advertisement reproduced here comes under 
the special advertisement heading. It is a clearance 
ad and special prices are offered to effect the move- 
ment of special values for one day’s business. 

In dimensions, this advertisement is four columns 
wide and 21 inches deep. The reduction is about 
two-fifths of original size and if anyone is interested 
in the copy it may be read without eyestrain. 


Why It Is the Best 


It does just what a clearance advertisement ought 
to do so far as the customer’s interest goes, and 
does it sanelv. sensibly and with restraint. It is 
frank in subject matter rather than evasive; it is 
human rather than impersonal; it is based on condi- 
tions in the store’s stock rather than conditions in 
the minds of the owner or manager of the store or 
any of the department managers whose goods par- 
ticipate in it. 

All this points to the fact that the management of 
the Waites store understands the real purpose of 
clearance advertising and has a good grasp of the 
store’s function with the public. Also it is plain that 
after a certain stage in the preparation of this adver- 
tisement, the adman or adwoman was left to his or 
her own devices and allowed to translate the store’s 
message about its special values in terms of standard 
ad-writing practice. At least there is every evidence 
here of close and sensible co-operation between those 
who buy the goods for the departments and the in- 
dividual who keeps the store’s contact with cus- 
tomers. 


What Is Left Out 


A number of things are left out of this advertise- 
ment which usually weaken and encumber the average 
clearance announcement. Extravagant claims are 
missing. Vague and misleading arguments are not 
used. There are no invidious comparisons with com- 
petitors’ values; there are no world-beating claims 
such as “‘we are such clever buyers that we got a 
manufacturer’s whole stock for practically nothing.” 
Whenever an argument is made regarding one of the 
specials it is backed up with believable reasons. All 
comparative values are accompanied with explana- 
tions which help, rather than confuse, the prospective 
customer. 


Time Saving Elements 


Each special is designated by a number and the 
location by floors in the store. Each caption has an 
idea in it and one which brings out the nature of the 
goods as well as its value and quality. 


Every customer in Pontiac ought to 
appreciate a store whose advertising 
is so sincerely managed as this one. 
Such advertising is in itself a distinct 
service inasmuch as it interests the 
customer and directs her to the goods. 


Ae ree wey 


IDEAS 


| Store Opens at 8:30 | 
Store Closes at 6 | 


WAITES 


See the Basement Store | 
Chimaware and Glassware 


_ Twelve Specials Are Listed ‘In 


JAMMU 


This Advertisement—More Than 
100 Price-Cards Will Guide You 


at Waites Tomorrow! 


| Special No. 1 | 


If We Had Them—We Could 


Sell Enough For Every 
Bed In Pontiac— 


Seamless Sheets for $1.08 each. We re not certain regarding the num- 
ber of beds but'nevertheless we feel sure these fine seamless sheets would 
find their way to every home if they could be shown and examined by 
Pontiac's housekeepers. They're full size, 81x90 inches, made of an extra 
good quality of cotton, seamless, and finished like all GOOD SHEETS 
should be. A limited quantity will be placed on sale tomorrow at the above 
stated price—$1.08. 

(Aisle Three—Main Floor) 


} | Special No. 2 | 


Instead of $1.25 You Pay Only 
75c—Two Hundred at 
This Price— 


Children’s Sleepers and Nightgowns of good quality outing flannel that 
will keep the little folks warm and cozy these cold winter nights. Three 
styles or kinds—sleepers, pajamas and nightgowns. _ Most boys want pa- 
jamas while girls usually want the gowns. Most mothers will welcome a 
sale of this kind—it doing away with the countless hours of making 
“nighties for the children. You can get ther in white, blue or pink in 
plain colors, stripes or figures. Sizes are from 2? to 14 Special price, 75c. 


(Second Floor) 


| Special No. 3 = 


Who Will Be the First to Buy a 


Rag Rug Tomorrow For 39c? 


We won't state their former selling price: well let you be the judge of 
their value. One hundred is the quantity to be sold at 39c each. These 
rag rugs (called hit or miss) are generally used in bedrooms. You'll be 
surprised at their good looks and quality, also their size (one and a half 
feet by three feet). Store opens at 8:30 o clock and our advise is, “Be 
here early!’ They will be found on the third floor 


| Special No. 4 | 


Regular Price Was $2.50 
Clearance Price Is 98c 


Women’s Fleeced Union Suits, 98c. It reads like something was radically 
wrong with them. but outside of thessizes broken and a few being slightly 
soiled, the only thing wrong is the price. We want to close them out, every 
suit, so a price was decided upon that will take every Jast one early Thurs: 
day morning. There are more styles than one and a good quantity of the 
best selling sizes. Some of these suits were $2.25, the balance were $2.50. 
Tomorrow yeu choose all you want for 98c the suit. 

(Aisle One—Main Floor) 


ie Special No. 5 | 


A Sale of Slip-On or Dress 
Aprons Takes Place— 
- $2 Ones For 98c— 


You will change all your ideas about slip-on or dress aprons when you 
see the attractiveness of them in tomorrow's 98c sale. They look good, 
they look neat, youthful and they look becoming. Materials are percale 
and gingham, and after being laundered they come out renewed and re- 
freshed The colors are fast. Altogether we have about two hundred of 
them. Their former prices were $1.50, $1.75 and $2.00. Tomorrow on 
the second floor for 98c. 


iy | Special No. 6 | 


$2 Petticoats With a 98c Price 
Tag—Another Clearance 
Special— 


Offering inducements of this kind and “backing 
them up” with merchandise exactly as advertised, 
that’s why Waites gain and hold the confidence of 
the shopping public. 

Sateem petticoats worth $2.00, some with pleat- e 
ing, others with ruffled flounces—in colors and solid 
blacks, also a number of figured patterns in colors. 

Selling $2.00 petticoats for 98c, regularly, would 
soon put the petticoat section on the wrong side of 
the ledger, but this happens only once in a great 
while—when ‘odds and ends” must be cleared 
away Maybe, the >xact petticoat you want is in this 
assortment (Second Floor) 


Jearance Sale 


| 


Special No. 7 


We'll Sell Genuine Human Hair | 
Nets For 73c the Dozen _ 


That’s SOME price for hair nets of the best grade and quality. Two 
brands or kinds “make up” the contents of this sale. Waites special nets 
and the Ganisborough nets both carried and sold regularly at our notion 
section. You can get any shade you wish—blonde, light brown, medium 
brown, dark brown and black Sold only tomorrow in one dozen lots at 
73c the dozen 

(Aisle Two—Main Floor) 


Special No. 8 | 


A Number of Women’s Fine 
Suits Take a Drop In Price— 


Up to $45.00 Suits Are Now $14.50 


With ‘inventory’ only two or three weeks away, all remaiming winter 
suits must be sold. This is great news for the women who want these very 
smart and delightfully tailored suits. Winter suits, they are termed, but 
just the same, you'll find many a woman wearing one far into spring and 
not a person “'a bit the wiser " Unless a very marked change im styles ap- 
pear, a late winter suit is often taken for a spring suit. These up to $45.00 
suits are in the good shades, and the fashion and quality of each are such 
that its wearer will invariably feel well dressed in it. Chocse tomorrow for 


$14.50! (Second Floor) 


| Special No. 9 | 


You Should Know of These 
Smart Skirts That Are 
Reduced to $5.00 


—know that their orginal prices were $15 00, $17 50, $20.00 and even 
$25.00—know that every single skirt 1s of the latest style and that the ma- 
terials are the very best, including men's wear serges, all wool novelties and 
tricotines. Solid blacks and blues with a good assortment of stripes and 
plaids make this particular group of skirts (at the price) the best clearance 
special that Waites have offered in years. While we endeavor to tell you 
(in type) what wonderful skirts we are offering for $5.00, to gain a@ full 
appreciation, one should come and see the style, the workmanship and 
know that the materials are all that we say Tomorrow, $5.00! 
(Second Floor) 


| Special No. 10 | 


Instead of $35 For a Winter 
Coat—Women Need Pay 
Only $16.50— 


Big fur collars, embroidered work, belted models, loose mppled backs, 
big roomy pockets—coats that look every inch of $35.00 and made of such 
good materials as bolivia, duvet de laine, velour and of broadcloth. Lined 
with pussy willow silk or with a novelty satin and in the good shades of 
blue, brown, tan and black, these smart coats reduced to $16.50 are all that 
is said of them—they’re fine coats, representing a saving of about one-half 
on each one. (Second Floor) 


| Special No. 11 | 


We Had a Glove Sale—This Is 
the “Clean-Up” After the Sale 


Up to $3.75 Kid Gloves, 49c a Pair 


Last Saturday 600 pairs of kid gloves, values to $3.75, were placed on 
sale at 85c a pair. We sold about 450 pairs, and if you will remember, the 
weather man was not in a cheerful mood—he did his very best to keep peo- 
ple indoors by staging a real windstorm. A mighty good sale all things 
considered. The ‘clean-up’ tomorrow involves about 150 pairs, mostly 
the smaller sizes, 514, 534, and 6 with a few 614 ‘If you are so fortunate 
that your size is any one of. the four mentioned, we advise an early arrival at 
the store in the morning. Gloves worth from $1.75 to $3.75 reduced to 
49c regardless of size will go out of the store in a hurry! 

(Aisle Three—Main Floor) 


| Special No. 12 | 


25 Women—Each With a New 
Shopping Bag—Some Worth 
$3.50—Now $1.10— 


Not a very large sale but a good one nevertheless. There are a few 
$2.00 bags, some $2.50 and $3.00 ones and a few $3.50 ones. The fact 
that they are samples doesn’t detract from their good looks or wearing } 
qualities'a single bit. Mostly in black with a few spider gray hags among 
them—all of genuine leather with silk linings, inner purse and mirror. The 
sale price $1.10 is less than their actual wholesale cost. By actual count 
there are exactly twenty-five bags, and, when they are sold, the bag sale 
is over. (Aisle Two—Main Floor) 


a 


ADVERTISING 


IDEAS 


Quick “Starts” When Time is Limited 


If Thinking Up a Headline or the Beginning of an Introductory 
Comes Slow, These Suggestions Are Easily Adaptable 


Here’s an Interesting 
February Budget of Bargains 


Our winter stocks are now 
scheduled for clearance and good, 
serviceable merchandise is on sale 
now at lower prices than you 
would have thought possible a 
month or two ago. Every depart- 
ment has interesting values to 
offer—every line of wanted mer- 
chandise is embraced in the daily 
sales that make it well worth 
your while to read our “ads” and 
visit the store every day. Among 
to-morrow’s most notable bargain 
offerings are the following:— 


Pa BR 


Complete Clearance of 
All Women’s Coats 


This does not mean a sale of 
a single lot—but a clearance of 
everything in our Women’s Coat 
line, including those with fur col- 
lars, coats with self collars, belted 
coats, plain trimmed coats and in 
fact every coat in our stock—all 
so reduced in price as to make 
sure that the clearance will be a 
success for both you and our- 
selves. 


q+ + ¢ 


An Economy Sale of 
Women’s Smart Suits 


Economy from your viewpoint, 
a good business clearance from 
ours. Here is an opportunity for 
you to pick a suit or two that will 
wear you well in almost any sea- 
son. But here’s one condition— 
make your selections now, at the 
beginning of this sale, so that you 
will have the satisfaction of 
choosing while sizes, styles and 
models are most complete. 


4: O79 


Good Values in Our 
Clearaway of Winter Hats 


_ How is this for a timely offer- 
ing—our entire winter stock of 
Millinery, including all sorts of 
desirable hats, even those that 
have come in within the last week 
or two, suitable for present or 
later-day wear. For your easy se- 
lection, they are arranged in three 
price groups as follows: 


09.0 259 


Practical Woman’s Sale 
of Separate Skirts 


For house or office wear, and 
even for general wear indoors or 
out, a separate skirt always has an 
appeal to the practical woman. 
And this sale of all sizes and 
styles in separate skirts will be 
appreciated by every woman who 
wants a good one at a greatly re- 
duced price. 


9240709 


Here Are Some Dresses 


That Must Be Moved Out 


And if price has any appeal at 
all, you’ll probably help in the 
moving. We need the room for 
incoming shipments and that’s why 
all these Dresses—300 of them— 
are to be sold at these greatly 
reduced prices tomorrow. 


By Arthur Sinsheimer 


Talk About Low Price 
For High Style Blouses 


This is an opportunity you 
really can’t afford to miss. 
Whether you want a tailored 
blouse of simplicity, or a dainty 
blouse with a little more of the 
frills, here are clearance prices 
that will make it pay you to buy 
enough blouses for several seasons 
of future wear. 


And Neckwear Reductions 
Are Now in Order 


Attractive neckwear in large 
varieties of latest styles are now 
marked at prices so reduced that 
you'll probably want to make sev- 
eral selections—make it a point to 
come early enough to get just the 
smart pieces you most would like 
to wear. 


A Few Editorial Specimens 


Style’s the Thing 


Quality and price are important factors in selling merchan- 
dise—but after all is said and done, the most important factor 
is “style.” Quality may be of the finest, the price may be 
just about right, but if the style is not strictly according to 
the Hoyle of Fashion, you probably won’t buy that hat, or 
dress or suit or even those shoes at any price. 

In recognizing the importance of style, we aim to provide 
assortments that you’ll approve of—keeping in close touch 
with the leading style centers and markets is our method of 
supplying the latest and most approved merchandise to our 


patrons. 


Deserving Friendships 


Business, after all, is a matter of dealing with friends, and 
we have gained friends through deserving them—won them 
through honest merchandise, fair prices and square dealing. 
If you will visit our store regularly, you’ll quickly learn what 
we offer—in value, quality and service—to deserve your con- 
tinued patronage. 

It makes no difference whether your purchase is large or 
small, or if you come only to look around—you’ll find this a 
cheerful place to visit. Striving to gain and retain your friend- 


ship through deserving it, is our dominant aim. 


* 


* 


Paying for Mistakes 


We make a purchase of certain merchandise because we 
believe the goods are reliable—because we believe it is what 
our customers need—because we believe it represents full 
value for every dollar we pay for it. 

On this belief, we base our guarantee of “satisfaction” to 
you. If what you buy is not satisfactory, it is because we 
made a mistake, and we stand ready to rectify our mistakes by 
“making good” to you. This is our standing policy on every- 


thing you purchase here. 


A Fall in Prices 
On All Kinds of Furs 


You can almost make your se- 
lection from this sale of Guaran- 
teed Furs with your eyes closed, 
for every piece in the sale is per- 
fect in style, workmanship, match- 
ing and attractiveness. Sets and 
separate pieces are to be sold to- 
morrow at these reduced prices. 


¢°8¢7E9 


An Outstanding Disposal 
Of Really Fine Furniture 


Women who have been waiting 
for our announcement of this Fur- 
niture Sale—take notice. Here is 
furniture for every room in the 
house, and what fine, well-made 
furniture it is—complete sets and 
separate pieces in every wood and 
finish. The following items are 
typical of the savings you can 
now gain through any purchase 
you make during this sale. 


Our Monthly Sale of 


Aprons and House Dresses 


This is sort of a regular event 
of ours each month, this “sale for 
one day only” of spic and span 
Aprons and House Dresses at 
special prices. If you haven’t 
taken advantage of buying a few 
for the days to come, this is your 
last opportunity for twenty-eight 
days more. 


4 ¢ 4 


Special Values 
During Sewing Week 


Here is an occasion of genuine 
importance. It presents the new 
dress fabrics and trimmings for 
spring and offers other helps to 
those who are planning to make 
their new apparel for the coming 
season. We invite you to witness 
our displays during Sewing Week 
—these are some of the items 
you'll most probably be interested 
in. 


An Old Fashioned 
After Supper Sale 


If you’ve never attended one of 
these After Supper Sales, don’t 
miss this one tonight. An extra 
big budget of specials has been 
collected from every department 
in the store and each item has been 
given such a new low price that 
you'll probably think something 
must be wrong with it. Just look 
at this list and you’ll agree with us 
that After Supper Sales are great 
economy events. 


on “S9 


A Sale of 
Blankets and Comforters 


There’s going to be no carrying 
over of our large stocks of 
blankets and comforters until 
next year, that is, we don’t think 
there will be when once you hear 
of the reductions in price we have 
made throughout our entire line. 
Just read down this column and 
judge for yourselves what the 
values must be. 


4.25.59 


Now for a Clearance 


Of Knit Underwear 


Every garment of a quality well 
worth buying at these prices if 
only to be held for next winter’s 
wear. Sizes are complete in regu- 
lar, slims and full figured gar- 
ments, but we cannot be too urg- 
ent in suggesting that you do your 
shopping early for these. 


nets ee 


Sweaters to Go, Too, 
at Clearance Sale Prices 


Good warm _ sweaters, smart 
stylish sweaters, sweaters to wear 
in the chill of early morning and 
late evening hours at home or in 
the office, swagger sweaters for 
outdoor wear—they’re all here for 
you to choose from at these great- 
ly reduced prices, just see. 


4 ¢ ¢ 


An Inventory Sale 
Prior to Stock Taking 


An Inventory Sale is generally 
recognized as one of the most im- 
portant selling events of the sea- 
son. It’s a hard task for any store 
to take complete stock records 
when there are a lot of odds and 
ends lying around in most every 
department. And our Inventory 
Sale is counted on to reduce these 
annoyances. Hence the price re- 
ductions now, just prior to stock 
taking. For example, see this list 
of prices. 


456.956 


Some Real Values 
In Rugs and Floor Coverings 


A sale of rugs and floor cover- 
ings that gives you a splendid op- 
portunity of brightening up the 
home for less money than it sure 
would have cost 
you only a few 
months ago. In 
order to reduce 
stocks to a mini- 
mum, these prices 
are featured for 
tomorrow. 


AND SALES 


Advertising Ideas 


PLANS FOR MARCH 


cS 


wn tf 


Hun, el is 
N 


ip Nes 


TLLURRLOLLUnGa 


Sometimes Little Thoughts Lead to Big Ideas 


You Can Save Much Time and Effort by Adapting to Your Own 
Particular Store Needs Whatever You Think Is Practical Here 


With Apologies 

Here’s a new one from A. I. Namm & Son 
over in Brooklyn, N. Y., and it sounds pretty 
good, too. They have succeeded in placat- 
ing offended customers through the use of 
telegrams and night letters to such a degree 
that “angrified” shoppers have been turned 
into the firms “biggest boosters.” The 
Western Union telegram is really a letter in 
which the store seeks to adjust some particu- 
lar problem which may have ended in an un- 
satisfactory manner. The official air of the 
telegram and its implication of immediate 
attention to the customer’s grievance has 
_ proved very effective in cementing the good 
will of those who otherwise might have 
placed their patronage elsewhere. You'll 
never know how well it works till you try it 
on some of your own disgruntled friends. 


Not New—But Attractive 


In calling attention to their new hosiery 
_ department which has just been installed, 
the Eastern Company of Portland, Oregon, 
certainly called more than passing attention 
to a window display of hosiery which they 
arranged. A large fence formed the back- 
ground of the window and peeping out from 
behind the fence at the left were several 
small boys, one of whom held a string which 
was attached to a toy mouse in the fore- 
ground. A woman, lifting her skirts in 
alarm, completed the trim, while on the 
fence were regular theatrical “one sheets” 
giving necessary details of the hosiery de- 
partment with an invitation to “come in and 
look around.” But quite a lot of “looking” 
was done on the outside, too. 
* Fk 


Money Values 


Fluctuating money values which accom- 
pany the big swings of the merchandise mar- 
kets make comparative price advertising 
most ridiculous and the Edward Malley 
Store of New Haven, Conn., have evolved 
some interesting angles to this phase of 
price discussion. In one of their advertise- 
ments they drove home the point with an il- 
lustration which ran like this, ““Wouldn’t it 
be absurd for us to advertise a towel at $1 
that formerly sold for $10,000? But such a 
statement is as justifiable as many that have 
been and are being made by merchants who 
still compare war prices with present ones. 
Our $1 towel is worth $10,000 if you disre- 
gard the change in unit of money values. 
The linen yarn came from Russia and be- 


fore the war 20,000 Russian roubles were 
equivalent to about $10,000. Today they 
are worth only about $1.” And so, how 
ridiculous to make price comparisons after 
all. Think it over. 


* * * + 
Cashing In On Those Lectures 


Here’s a grand and glorious idea that is 
used by the Jones Store in Kansas City with 
great results in their auditorium during the 
many lecture courses they stage for the bene- 
fit and enlightenment of their customers. 
For instance, during a series of “home econ- 
omics” lectures, a group of display booths 
were arranged at the rear of the hall and 
in each booth were demonstrated articles of 
home convenience and economy which were 
brought out and spoken of by the lecturer. 
During the “sewing course” the booths dis- 
played dress goods, accessories and such 
articles as are needed to make a home dress- 
making venture a success. No mention of 
the booths with their merchandise is made 
by the lecturer, but the women who attend 
the lectures have to pass these stands on the 
“way out” and many of them stop for advice, 
suggestions and—purchases. What’s the 
matter with some others of us trying it? 


Free Dinner Coupon 


Think this one over for awhile and it will 
probably strike you as forcibly as it did us as 
an idea to attract certain trade to a store for 
two purposes—to introduce the Cafeteria 
and show the service the store can render 
when properly handled. Rudge & Guenzel 
of Lincoln, Neb., printed a coupon in their 
monthly “Store News” which read as fol- 
lows: “Clip this coupon—it is worth a good 
meal to one member of your family if pre- 
sented before February 15th to our cashiers 
in the Downstairs Cafeteria. Good for one 
person’s meal—eat all you want—you won't 
be asked to spend a cent—we just want you 
to come to get acquainted with us as Our 
Guest. Separate entrance on 13th Street.” 
And the Store News containing the coupon 
was mailed to a large rural list. A special 
cashier was appointed as Host and everyone 
who came thoroughly enjoyed the reception 
they received—and the meal. This idea has 
a lot of “good will” written all over it. 


Chatting With Farmers 


Down in Alexandria, La., the merchants 
decided that the best way to combat the in- 


roads on their business made by mail order 
houses was the starting of “acquaintance 
tours” into the rural districts surrounding 
their city. A committee representing the 
merchants of Alexandria made regular auto 
trips into the country each day and chatted 
with the farmers, made friends with them 
and did not directly try to sell anything— 
just “to get acquainted” they explained. 
And the country gentlemen liked the idea of 
this personal visit and they came to town 
more often just to keep up the friendship— 
and incidentally they spent more when they 
came. Sounds like a pretty good idea—and 
it pulled good results down in Alexandria, 
so we're told. 


* * * * 
Baby ‘‘Grab-Bag’”’ Opening 


“You are invited to bring your children— 
under six years of age—and if you haven’t 
any kiddies of your own, borrow some—to a 
‘grab-bag’ party on Saturday.” So read 
the invitation sent out for this new Baby 
Shop opening and now there are several 
hundred kiddies around town in possession 
of tin whistles, little books and other trink- 
ets, such as delight the heart of a tot, who 
will long remember Little Red Riding Hood 
who handed out the gifts at the Baby Land 
Shop of Jamaica, Long Island. Admittance 
was by invitation only and each child’s name, 
address and birthday was properly recorded 
—another way of starting a good mail list. 


A Scenic Idea 


There might be some kinds of construction 
work that most of us would shun and walk 
a block out of the way to go around it be- 
cause of the inconvenience it causes on the 
sidewalk, but the Brownstein-Louis Com- 
pany of Los Angeles, found that “animated 
scenery” was a great attraction device and 
that people came to it out of their way—and 
even told their friends about it. A good 
high fence was thrown around the construc- 
tion work and a talented cartoonist was en- 
gaged to paint a series of humorous figures 
all around the place. The paints used were 
brilliant in color and together with the 
humorous sayings, the entire stunt was an 
“attention getter” for further orders. Even 
a series of decorated knot- 
holes which were specially 
manufactured invited the cur- 
ious to look through them 
to learn of the progress of the 
work going on within. Try it 
on your next building or alter- 
ation venture. 


eee ee eee 


ACD VE Re aS TSNaG 


IDEAS 


“SPRING IS ON THE WING” 


. The “Trickling In” of fresh, new merchandise ¢ 
L234) quickens the activities into ‘Hustle and Bustle Preparation’ 


reflect in every alluring detail the vivacity and freshness and beauty of spring 


pene alrun.in any assemblage of SELLS 
hat is happily felt and pleasingly recognized—and 
ADY'S NEW WARDROBE. 


of Spring Apparel for Women. Misses 
and Juniors 

(On Our Second Floor) 

THE NEW WRAPS 


THE NEW SUITS: 


v 
aw S AND MISSES’ Beautiful New Materials — DRI 
Chain Girdles at $8.50 and $10.00 SUITS - $50, $75 and $95 — $35.00, $55.00, $75.00 and $95 


saa 


a LOVELY BLOUSES BLOSSOM OUT IN A 
pu) VARIETY OF NEW COLORS 
icy ~, FOR. SPRING 


— 
———— 


$8.95 
e Our Special Display of Hat. Ave 
$1250 THE NEW HIGH COLORINGS. IN Pigs 
FOR SPRING 

THE NEW SPRING pared? ; 
WOOLENS China 5 CORTON 


ny $19.95 
SILKS! SILKS 


tiful Creations for 


qT 
$7.50 to $45.00 


DRESSING THE YOUNGSTERS 
a IN SPRINGTIME 


rq Ages! to 10 years— Suits $1.25 to $15.00 
. Rompers .......95 


i 


For a New Season at iCen’s 


CHARMING — these new spring fashion themes — BEAUTIFUL with- colors, with originabtes tat 


THE ‘NEW DRESSES: 


$14.00 so $18.00 


nw SHADE 


j We Poser Monday a ra Sac Showing 


- $25.00, $3975, : 
$55.0 up to $175.00 f 


=N'S UMBRELLAS—. 8, : 
abate! 
5 4 


Individual success in retail adver- 
tising is subject to only one princi- 
ple: interest the customer as di- 
rectly as possible in her own needs 
for different lines of goods. 

This means one thing for the ad- 
man and that is that he must as 
nearly as possible back up the sales- 
people when the customer comes in 
to buy. By the same token the sales- 


up the adman and his advertising. 
No one, not even a magician, can 
tell how the public will respond to 
any single day’s advertising. But if 
one customer responds and asks to 


Keep on Telling a Good Merchandising Story 
and Most Customers Will Keep on Reading It 


good business for the day. After 
that, it is largely up to the sales- 
person. He can sell without know- 
ing what brought the customer in 
but the chances are better if he 
knows what was said in the adver- 
tisement about the special goods in 
which the prospect is interested. 

Salespeople who study the three 
advertisements reproduced here and 
the short comments on them will 
learn how to respond to different 
kinds of advertising. 

One ad features fashion goods. 
Another features home furnishings. 
The third features merchandise to 


“sidan = Sito 
“THE SHEER” NEW 


point. 


KERR DRY GOODS CO., Oklahoma City, Okla. 
—Here is the kind of ad which usually brings in 


many women with many varied interests. Itisa 
season ad and features outer apparel which means 
it has appealed to the customers’ fashion sense 
and her interests in the new styles. 


Your store publishes ads like this, probably is 
beginning to run them now since Spring is al- 
most here. Look for customers who want to 


know what style best suits them. People who 
buy fashion goods need lots of help. Try to be 
ready to give plenty of help. 


Don’t You Know? 
We do pleating of all 
linda at shortest’ notice 
and reasonable charge 
Buttons of all descrip- 
tions made to order 


SPRING. SEWING WEEK 


at of all the clothing question Anticl 
all ee" departmenta of the 


Why Pay Dresxonaker, Bills? Every Practical House: 
Wile Should Owl One of These Patented 


Dress Forms 


‘They Are Bo Handy and loexpenaive 


of all Med, trom daly doch a underwear 
to ty alaborate ew colored laces 
fod thaded Srtetilgs fer Caner hod evening 


a ne eee 


Dress Goods—-All New! » 


iy colaringss, Noweity plaids for sport chiety 


wu. [Loeb & ee Co. 


=... 58€ 
sor HO | 


QUALITY MERCHANDISE, FAIRLY: PRICED. 


LOEB and HENE CoO., Lafay- 
ette, Ind.—No kind of retail ad 
brings more enthusiastic cus- 
tomers in than this kind— 
Spring Sewing Week. 


There are two reasons for this. 
First, practically every woman 
in town is interested in new 
dresses and the fabrics of which 
they are made. Also notions 
and accessories. 


Salespeople who want to make 
a big book for themselves and 
a big day for the store ought to 
study every item of an ad such 
as this when their store runs 
one. This kind of advertising 
usually stimulates a lot of me- 
dium and small sized purchases 
but frequently hundreds of big 
sales are made. 


Sewing interests women 
whether or not they do their 
own. It is hard to resist the 
lure of beautiful new fabrics, 
especially silks. And, besides, 
the buying of new fabrics 
creates an interest in other 
goods in the store. 


see something which has been de- 
scribed the store has gained a big 
It has succeeded in bringing 
a prospective buyer into the store. 
That is the first step toward a_ well. 


help the home dressmaker. Each ad 
has certain elements of its own. 
These are analyzed in the short com- 
ments. It will pay to study them 


How and Why Barker Bros. are 


CompleteFurnishers of Successful Homes 


3 people must do their best to back 
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SPEEERS 


Studios of Home-Planning 
Jase sores Deecesiiog 


‘The establishment of Barker Broa. has been referred to as & Public Utility, s 


r thé real Center of hom: peaking ® rye pine! 
ivities far beyond an every- 


features will be of interest and may serve 
*hich the buying of home-furnishings is made 


to bring to notice be gery tel 
eee ‘more pleasurable, and more profitable. 


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Authentic Advertisi 
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Extensive Carpet, Drapery 
and Linen Workrooms 


BARKER BROS., Los Angeles, Cal.—There is a 
specialized appeal in this kind of an ad which brings 
customers into the store with more than one in- 
terest. One interest may be in some specific piece 
of furniture or other item of home furnishings. 
Another interest may be just that of seeing how 
something for the home will look, how a rug will 
look with a dresser or with a curtain or drapery or 
with wall paper. After the customer gets her idea, 
she will buy what she wants. 


Keep in mind that after this kind 
of an ad appears for your store, 
new interest in your departments 
is sure to follow. Be ready to 
talk intelligently about what is 
advertised in your store’s ads. 


ADVERTISING IDEAS 


An Advertisement Has No Competition 
When It Interprets a Universal Need 


This one has a theme taken directly from the mind of the persons it 
is designed to interest—lovers of beauty, harmony and comfort. 


By Guy Hubbart 


The advertisement reproduced here was 
written by Mr. J. E. Smith for the D. M. 
Read Co., Bridgeport, Conn. It would be 
unattractive and uninteresting if the four- 
part illustration and the chief caption were 
omitted. The illustrations give it atmos- 
phere; the caption gives it character. Both 
are essential in creating interest in quality 
merchandise such as comprises the bulk of 
the items described. 

This advertisement would be classified as 
a merchandised announcement with a spe- 
cialized appeal. It is merchandised because 
the items are from several different depart- 
ments so far as this one ad goes. The ap- 
peal is specialized because it is directed 
toward the home-making instinct. A house 


can never be a home, no matter how well it: 


is built, until it is furnished with those 
articles of beauty, comfort and utility which 
meet with the tastes of the occupants. 


A Central Theme 


Copy in this advertisement has just that 
for its theme. The theme is woven around 
chinaware, bedding, music, linens for the 
home and wearing apparel for the person. 
The latter is detached somewhat from the 
home part of the advertisement but has a 
direct connection with the plan of argu- 
ment. 

A setting showing the dining room, living 
room and a bedroom suggest elegance, com- 
fort and good taste and thus colors the char- 
acter of individual items described, espe- 
cially the china and bedding and linen items. 

It is doubtful whether this one advertise- 
ment brought much by way of direct returns 
even though special priced values were of- 
fered. But it did interest people in the 
idea of a tastefully appointed home. It was 
worth all it cost if it did nothing but center 
the interest of people of taste in the store’s 
merchandising policy. 

If follow-ups were used they very likely 
brought some immediate sales to the depart- 
ments featured because they would naturally 
reflect something of the atmosphere and 
character of this advertisement. 


General Application 


Retail advertising is improving generally, 
At least the good advertisers are doing bet- 
ter whether or not the poor ones are getting 


While it is plain to any practiced eye 
that retail advertising is progressing as a 
whole, it is just as plain that improvement 
is needed in one direction—the standardiz- 
ing of quality. A store will one day have 
an advertisement which measures up to all 
the known standards of good advertising 
practice. The next day it will have one 
which has few, if any, marks of such ex- 


Che DP) Read Co 


fstablished 1857 


A definite idea such as is stated in the 
caption of this ad—“A Man’s House Is His 
Castle’—is the main thing. Ideas magnify 
the power of plain words without too much 
explanation. Ideas are images reflective of 
what someone already thinks. Ideas are in 
people’s heads, where all buying impulses 
take form. 

It is always easy to discover whether or 
not an ad has an idea back of it. If it has 
none, it is usually full of flat arguments 
with little reasoning or new viewpoint back 
of them. An ad with an idea in it has fewer 
arguments but good ones. It awakens ad- 
ditional trains of thoughts than those which 
are awakened by the goods. This advertise- 
ment has an idea init. That is why it is re- 


THE D I) Read Co 


This Store Closes Daily at 6 o'clock 


$71.30 


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A Man’sHouse is His Castle 


Without and within it should express his taste and his 


known “bluebird” pattern. Regularly $30.00. $24.00 


Syracuse China Set of 112 pcs.. floral border 
design with dark blue band on edge. Regularly 


On a Special Bedroom Set 


The New Year 


Saw the repeal of the so-called “Nuisance” and 
Luxury Taxes. ~ No longer will it be necessary 
for the purchaser to pay a tax on articles of 
wearing apparel such as, shoes, neckwear, hats, 
dresses, waists, hosiery or lingerie of any kind. 
Ever since 1919 people have been paying a lux- 
ury ax, Which applied not only to luxuries, but 
to certain necessities when they exceeded a cer- 
tain price. The elimination of this tax means 
a great saving on the annual family expendi- 
tures. Everybody feels relieved on account of it. 


rae 


A Special Clearance of 
Pathe Records 


One lot of more than seven hundred records, includ- 
ing a good many popular dance numbers and also vo- 


cal and instrumental pieces These FA A 
standing in the community. The most modest cot- i hae 50 pie have been 85 cts 
tage may overtop a richer house or a mansion in the . 

nai : A lot of nearly three hundred records. Have been rez- 
neatness of its surroundings ularly $1.00 and $1.25 cen reg 
The January Sale of Furniture offers an exceptional Now 75 cts. 
chance to fit up the interior of the house. One lot of about two hundred. Regular prices. $1.50 
to $3.00. 
$1.00 each 
: In this last Iot are a number of ve ae 2 Diecee 
Dinner China Sets ol are a number of very desirable pieces of 


classical music 


Basemoant. 


Sale Price 


American Porcelain Set of 112 pcs., showing a 
large floral border in pink and blue, with black 


Specials in Linen 


e re. arly $60.00 5.00 
line on edge Regularly $4 Table Damask by the yard, of pure linen in attractive 
American Porcelain Set, 100 pcs., with decora- patterns. 70 inches wide Sale Price $2.75 
tion of two blue lines with pink roses, coin gold Vable Damask 70 inches wide, Sale Price $3.00 
s e y $54.00 .00 : 
handle Regularly $34.00. $44.00 Mercerized Cotton Damask, heavy quality with soft 
American Porcelain Set, 112 pcs., having a finish, 64 inches, Sale Price 79 cts. 
wide band of tan outlining a cream colored bor- 70 inches wide, Sale Price 95 cts. 
der and set with pink roses. Regularly $46.00. $37.00 Imported Cotton Napkins, 18 inches square, 
Amenican Porcelain Set, 100 pes, with medal ; ; ’ : $2.75 a dozen 
lion efiect in blue set with pink roses. Regularly Plain White Linen by the yard, 36 inches wide, 
533.00. $26.00 Special 75 cts. a yard. 
Third floor 
American Porcelain Set, 100 Pes., an the well 


Blankets 


We have had some weather which make blankets a 


$60.00 tempting offer 


> ie ‘ ' White Wool Blankets made of ffne California wool on 

Wo 1 I i Bavarian China Set of 100 pcs., novel in design, cotton warp, with very attractive pink and blue bor- 

>; ni! ‘ip "| with coi gold edge and handles. Regularly ders. In size 70 x 84 inches. Sale Price $10.75 

ol fei ru 585 00 $68.00 Plaid Blankets of wool, double bed size, pink and 

if | ; ; ? ies white, blue and white, tan and white, gray and white 

1 ; Bit ay ae heii eas im pink spray de $63.00 Excellent for the money. : Special $8.50 
| Fy | } sign egularly SG . “ 

I] A Ig : ? piece White Blankets, wool and cotton mixtures, with neat 


borders in pink and blue. Size 70 x 84 inches. $5.50 


Third floor 


On a Cold Morning Women’s Fleeced 


the pieces may be bought separately if desired. 


worse. Anyone can sense this who sees In Mahogany or pac of A gas heater i. fiend Bideavest 
1 j j sser, $59.00 Chiff e i ly article and we are gla 
many advertisements and studies them with bea ees cot (cea ees fo welcome it m any Vests and Pants 
a constructively critical eye. : Bow-foot Bed, $50.00 room. Black Enamel Bl r Sas were 
& 5 P Pourth floor Case, open-front style 51.60 low $1.29 
Impressive and unimpressive they con- with copper reflector. A Extra sizes, were $1.85 
very powérful heater. Now $1.49 


tinue to appear in the newspapers every day. 
Good, bad, indifferent; interesting, uninter- 
esting; flat, vivid, dull, and so on through 
all gradations of merit and demerit. 

And year after year, national and local 
advertising clubs and individuals strive to 
better the advertisement as a unit and put 
the stamp of power and interest into adver- 
tising. And it is this effort, 
by organizations and_indi- 
viduals, which accounts for 
the increase of good advertis- 
ing over indifferent advertis- 
ing and better advertisements 
over poorer advertisements. 


Undermuslins 
One table filled with a 
collection of odd gar- 


For Children 


Creepers and Rompers 
motan, brown, pink 
NMue, etc Orgmal prices 
were $100, $150 and 
$2.00 

Creepers m sizes 2 and 
3 


Dolls 


Small and medium 
sizes, and many of 
them unbreakable 
Were $125 tv 82.00 
19 close out a 
50 cts. 


Second lot, 


ments, incomplete sizes, 
but all very desirable 
There are V-neck gowns, 


were Rompers in sizes 3, 4, 


$2.25 and $2.50. In > and 6 La Grecque Combina- 
Bince oattit 50 cts. to close out. tions, Chemi-Pantelons, 
$1.00° A second fot, a little and other pieces good 

mussed and dusty m style 


Stuffed Animals on 
wheels 
$1.95 


econ 1 fon 


Creepers and Rompers 
of crepe and chambray 
$1.00 to close out, 


Second floor 


Your Choice at 
$1.69 


Second floor 


4 Sale Price $5.65 

Old price $8.00. 

Round Cylinder Style, 

a blue flame burner, 

suitable for sleeping 

roams or bath rooms 
Sale Price $3.25 

Old price $4 50. 

Electric Heater suitable 

for medium sized rooms 


Medicine Cabinets 


White Enamel, with 
heavy bevel plate mur- 


rors and plate glass Sale Price $5.25 
shelves. Old price $6.75 
Basement 

Regular Sale Price . 
$13.50 $10.00 Portieres, 
$16.50 $1250 Of Duplex Velvet, were 
318.00 $13.50 $30.00 Now $25.00 
$20.00 $15.00 Red Silk Velour b 

y the 
$25 00 $18.75 yard, 50 inches wide 
$27 SO $20.50 Was 88.00. 

Basement Now $4.00 a yard. 


Che DM) Read co 


Cx 0 Dy Read @ 


Fleeced Union Suits, 
regular sizes only, were 
$2.75. Now $2.50 
Cotton and Merino Suits 
Medium weight cotton 
Union Suits, low neck, 
sleeveless, kne2 or ankle 
length. ~ ; 


Regular sizes, were 
$1.50. Now $1.29 
Extra sizes, were $1.75 

Now $1.49 


Merino Union Suits, low 
neck, sleeveless, knee 
length only. Were $2.75 

Now $1.95 
Silk and Wool Union 
Suits, low neck, sleeve- 


less, knee or ankle 
length, were $3.75 
Now $2.95 
Main foor. 


ADVERTISING 


IDEAS 


For Use During a Spring Campaign 


If Thinking Up a Headline or the Beginning of an Introductory 
Comes Slow, These Suggestions Are Easily Adaptable 


Newest Arrivals In 
Women’s Spring Apparel 


Women and Misses seeking new 
clothes for Spring will undoubt- 
edly find this showing just teem- 
ing over with interest. The new 
styles are wondrously appealing 
and distinctive, fabrics are of ex- 
ceptional quality and colorings 
run high. Come see this new ap- 
parel—there are exclusive style 
developments in every model 
shown. 

Gone <9 


These Are The 
New Spring Suits 


So very distinctive and attrac- 
tive that they simply can’t help 
being admired. The style notes in 
these forerunners of early Spring 
Suits are well worth your while to 
study if only to be well informed 
on the approaching season’s fash- 
ions. Various models developed in 
effective styles at moderate prices. 


et a | 


A First Showing 
of Spring Dresses 


We're not going to tell you 
very much about these beautiful 
dresses because we really would 
like you to come see them for 
yourself. All that we will say is 
that they are beautiful beyond de- 
scription and what’s just as inter- 
esting, perhaps to you—they are 
all priced very moderately. 


4 4 


The Newest Coats 
For This Season 


The dominating style influences 
for Spring are thoroughly repre- 
sented in this comprehensive dis- 
play of smart coats which have 
been gathered from every avail- 
able source. These are the newest 
ideas in advance Spring styles— 
advanced in style but retarded in 
price—just see several of these 
models and you’ll understand our 
saying Good Values. 


ek See 


Loveliness Is Embodied 
In These New Waists 


Each model is new, dainty and 
in some alluring style that you'll 
take a personal fancy to. Made of 
finest crepes, satins, silks, batistes, 
lingerie and handkerchief linens 
in simple tailored styles as well 
as those more elaborately deco- 
rated with the season’s new frills. 
And prices will prove a revelation 
for moderateness. 


Ween Bk) 


Authoritative Styles 
In Separate Skirts 


As usual, separate skirts will 
play an important part in the 
woman’s wardrobe this Spring, 
especially those who find the waist 
and skirt combination of greater 
comfort when not attending to 
formal social engagements. We 
invite you to see our splendid as- 
sortment of these better skirts 
which are all moderate in price. 


By Arthur Sinsheimer 


The New Spring 
Dress Fabrics 


It is no small undertaking to 
feature the new dress fabrics for 
Spring at a decisive underpricing 
but we’ve accomplished it and our 
displays deserve your attention if 
you have the making of your 
Spring apparel in mind. 


The New In 
Silk Petticoats 


Your silk petticoat thought will 
probably lead you to a decision in 
favor of one or more of the pretty 
styles which we have assembled 
for your selection. And don’t fail 
to see those developed in the new 
silk jerseys—and note the prices. 


Spring Style Letter 


With slight changes here and there, if necessary, a letter like this to 
your customers will help to increase your sales of early Spring mer- 
chandise and build a great good-will feeling toward your store. 


Dear Madam: 


Isn’t it just about at this time that you find yourself interested 
in finding out what the new styles in garments, accessories and 
furnishings are to be for the approaching Spring season? 

In believing that such fashion news would be of particular in- 
terest to you, we now wish to extend a cordial invitation to visit 
this store at your earliest opportunity and see the advance styles 


for yourself. 


Our stocks now portray some of the most favored of the early 
creations in Coats, Suits, Dresses, Waists, Skirts, Millinery, Dress 
Fabrics, Silks, ete—all of which we are sure will greatly appeal 
to your individual taste in style matters. 

New assortments are being added to our present displays each 
day, and by accepting this invitation to see all of these latest 
Spring fashions, you do not obligate yourself in the least— 
although prices are so reasonable that any purchase you might 
make would be a step toward true economy. 

When may we have the pleasure of showing you these fashions 
which form the keynote of style information for Spring? 


And About Those 
New Spring Pumps 


Choice narrows itself down to 
just what style of “strap” pump 
one prefers. A very easy way to 
be sure of both value and the 
newest mode is to see the new 
Spring pumps we are offering in 
popular leathers at moderate 
prices. 


Very truly yours, 


(Store Name Here) 


Stocking Notes 
for Spring 


When one considers the matter 
of stockings for Spring, the new 
shades in silk stockings are what 
she will choose in part. We are 
offering these special prices for to- 
morrow just to get you acquainted 
with our Hosiery Department. 


Here’s Another One of Those Editorials 


Initiative is the ability to do the right thing without being told. 
Business. initiative is “efficiency”—the power of leading, of quickly 
realizing conditions and making speedy readjustments. 


We have kept in close touch with our customers and the market. 
We have anticipated—and acted. How carefully we have planned. 
and how successfully our plans were carried out is very evident in the 
splendid stocks we are now showing for Spring. We invite you to 
verify our “initiative powers.” 


Then There’s The 


Wool Sweaters 


A Spring wardrobe without a 
wool sweater for both warmth and 
fashion is quite beyond the concep- 
tion of the well-dressed woman. 
Just how fascinating it may be is 
quickly seen in the Sweater Shop 
which you should be sure to visit 
when on your tour of style inspec- 
tion. 


The Spring Gloves 
Are Also Here 


For gloves to go with any cos- 
tume in your new wardrobe, the 
kind that lend a certain air of 
correct detail to your attire, you 
need go no further than our Glove 
Department to make your selec- 
tions. And you’ll probably be 
surprised at the lowness in prices, 
too. 


Charming New 
Spring Millinery 


Millinery for every phase of 
your Spring attire—from the sim- 
plest morning frock to the most 
elaborate dinner gown — all 
through the pretty ranks of social 
and street attire—there is a spe- 
cific type of Millinery for every 
occasion that is essentially cor- 
rect. Come see this informative 
display and note the little prices. 


O77 Ce 


Spring Neckwear 
Worth Considering 


These displays of ours are prov- 
ing most interesting to all who see 
them. In the terms of “New and 
Different,” our neckwear answers 
every need of the woman who 
wishes to add the final touch to 
her new Spring apparel. 


7300.8 


With a Thought 
to the Children 


The new Spring Apparel for 
Boys and Girls of all ages is here 
now for your selection and to say 
that the dresses, suits, hats, 
blouses, coats, etc., are “clever” 
in their newness of design is 
putting it mildly. Come—and 
bring the children to be com- 
pletely outfitted—prices you'll find 
moderate. 

q+ ¢ 4 


And the Men, Too, 
Are Taken Care Of 


For in our Men’s Shop we have 
gathered together one of the most 
all-inclusive displays of Men’s 
Clothing and Furnishings for 
Spring that it was possible to 
round up and we would like every 
man in town to pay us a visit if 
only to see this Spring Style 


4 4+ 4 


Spring Achievements 
in Women’s Stout Wear 


Even this department is all 
aglow with the complete apparel 
needs of women of extra size and 
we extend a most cordial invita- 
tion to those interested in the 
larger sized garments to see this 
Spring display. 


lant, BO | 


Show. 


Those New 
Knicker Suits 


For the woman who enjoys the 
call of the great outdoors, whether 
merely on the tramp or for golfing, 
what more comfortable could she 
choose than one of these new 
three-piece sport suits—jacket and 
skirt while getting to the “field of 
action” and knickerbockers when 
the “play” be- 
gins. And best of 
all, the price is 
no hindrance to 
your getting one 
of these knicker 
suits. 


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Advertising Ideas 


AN De SALES PLANS  BORRVAPRIL 


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If You Need New Viewpoint, Get It Here 


Sometimes Just Looking at a Good Idea That Has Been Used Will Help You 
Think Up One That Hasn’t Been Used—Here Are Some First Class Thoughts 


Wireless Selling 


A new era in up-to-date selling was 
started when the Kaye & Einstein Com- 
pany, manufacturing furriers of New York 
City, threw open its wireless station for 
the convenience and edification of visiting 
buyers in the market. Stock market quota- 
tions, weather reports, concerts, lectures 
and daily news items are now on tap. And 
buyers are not to be alone in enjoying this 
pleasure, for the head of the firm announces 
that within a few weeks a connection will 
be made with its large workrooms so that, 
with the aid of a loud speaker attachment, 
employees may enjoy wireless concerts dur- 
ing their lunch hour. It certainly ought to 
put out-of-town buyers in a perfect “re- 
ceiving” frame of mind while looking over 
the Kaye & Einstein new fur modes for 
Spring. Tell us your ideas on the use of 
radio as to entertaining customers and 
thereby increasing sales. 


Dog Friends 


Most every store makes a feature of ob- 
taining new friends among grown-ups by 
catering to the juvenile trade, and the retail 
merchandising possibilities of this plan are 
now pretty generally recognized. But win- 
ning a customer through his or her canine 
pet is a method of sales appeal which is still 
comparatively new. “Love me, love my 
dog” is an old saying which has consider- 
able significance for any merchant, and dog 
owners as a class constitute a body of cus- 
tomers who usually have plenty of money 
to spend—think this one over for a while 
and if you decide to tackle the idea, throw 
in a headline something like this: “If 
Your Dog Isn’t Worth a New Collar, Shoot 
Him”—that ought to startle animal trainers 
to action. 


ste 
aS 


An Added Service 


With Spring rapidly approaching and all 
the new seasonable shades and colors com- 
ing into their own, it’s quite a problem of 
keeping a varied enough assortment of 
women’s hosiery in all colors to match the 
new Spring attire. But there is a way of 
keeping customers well 
pleased. The “Dixie Shop” 
of the H. & S. Pogue Com- 
pany of Cincinnati, which 
handles high grade silk ho- 
siery, has inaugurated a dye- 


ing and mending service which works out 
pretty nicely. The Shop announces that 
there is no extra charge for dyeing hose to 
match women’s and misses’ favorite new 
gowns and guarantees to duplicate any 
shade selected. The shop will also repair 
old hose, even to the extent of replacing 
heels, toes, or whole feet, if necessary, at 
small cost. 


Penny a Yard Profit 


This one comes from Brooklyn, N. Y., 
where the Ridgewood Dry Goods Co. put 
over a new “penny” sale idea in good shape. 
The sale, which lasted a week, included all 
the yard goods departments of the store— 
dress goods, silks, draperies and domestics. 
Its display windows were used solely for 
yard goods trims, and hung from the valance 
of each front window was a large reproduc- 
tion of the 1922 Lincoln penny. In addition 
to these, special six-inch window strips 
were used and measured off in yards to 
represent a tape measure. At the end of 
each yard was a three-inch reproduction of 
the penny and between each penny was 
printed “Penny-a-Yard-Profit” in red let- 
ters. All price cards, in both the windows 
and on bargain counters and tables were 
specially printed and had real pennies 
glued in each corner for decorative pur- 
poses. Vigorous advertising copy, low 
prices, and out of the ordinary displays 
put the sale over in great shape. 


* = 
Wrapping Paper Ads 


A special wrapping paper is one of the 
advertising stunts of the Flint & Kent De- 
partment Store of Buffalo for its infants’ 
wear department. Printed in the center of 
each sheet in blue is a stork bearing a card, 
upon which is printed an appropriate little 
jingle. On the lower end of the wrapper is 
a picture of a tiny baby lying in a blanket 
attached to a baby scale. Tiny toys are pic- 
tured around the border, and the baby de- 
partment attributes part of its popularity 
to this publicity. 


Free Phone Calls 


Ware’s Department Store of New Ro- 
chelle has shown through a period of years 
that it is not a very difficult thing to get 
plénty of business, not only from New 
Rochelle, but even from other suburban 
towns, which, in a great many instances, 


are difficult of access. As far as the town’s 
trade is concerned, the solution has been 
consistent advertising of “class” merchan- 
dise that is “right” in quality and price. 
The auto has helped to get trade from the 
suburbs because those who own machines 
find the short ride of a few miles more 
pleasant than the longer ride in the train 
into the jostling crowds of the city. And 
to cap the climax, free telephone calls solve 
the problem of the shopper who is not 
blessed with an automobile and hence 
would find it difficult to get to New Ro- 
chelle in person. The store allows these 
patrons to call up and reverse the toll 
charge—an idea that certainly corrals the 
utmost of suburban trade. 


Radio Again 


The Goldsmith Department Store of 
Memphis, Tenn., recently installed a radio 
receiving set in its children’s depart- 
ment. By cleaning a large space in the cen- 
ter of the floor, crowds of youngsters daily 
congregate to hear “Uncle Wiggily” bed- 
time stories and other interesting concerts 
of instrument and voice which, through 
special arrangement, are sent by the wireless 
telephone broadcasting station of the 
Westinghouse Electric & Manufacturing 
Company all the way from East Pittsburgh 
to Memphis. And don’t forget that any 
customer who buys a good receiving set 
from Goldsmith’s can also hear these same 
concerts right in their own home. Better 
look into this Radio game while the going 
is good. 

Ya ae ee a 


‘‘Actual Cost’’ Tables 


Lowenherz Brothers of Columbus, Ga., 
have made this selling idea a regular fea- 
ture of their store. Every Monday and 
Thursday the store announces through its 
advertising space in the newspaper, the ar- 
ticle which has been selected for the “cost” 
table. On the following day it appears on 
the table and is marked at the bona fide ac- 
tual wholesale cost. Making a success of 
this stunt requires the presence of a high 
type of salesperson at the table because only 
through the subtle art of suggestion can 
the store overcome the loss which it sus- 
tains in selling merchandise at cost prices. 
Lowenherz Brothers have found that visit- 
ors to the “cost” table will make other pur- 
chases if they are properly handled—and 


it wouldn’t cost very much for other mer- 


chants to try it. 


ADVERTISING 


CheSmithKassonCo. 


ee 


— 


\ Announcing the opening of a new shop devoted exclusively to Women's 


FASHIONABLE | 
a STOUT APPAREL 
1 dey FORMAL OPENING 
¢ Monday, Tuesday and Wednesday, March 14, 15 and 16. 
To-morrow, March 14th, we shall open a new of Women's Fashionable Stout 
Apparel, which’ will make It possible for ‘you to secure the utmost perfeetion of fit and emart- 
ma Sle gus ter ara eh Seana ah ae ad aang 
and graceful contour is echieved, to a degree you woul 
tne ately col Sey hae sea he free a Sar 
: r 


oy] re designs that have hitherto appeared ooly In regularsized apparel 
ition te the ouler apparel we shell handle s complete and varied stock of fashonable 
stout lingerie and rests, brassieres and bouse dresses, so that your every need can 
be fulfilled at this store. 


LIVING STOUT MODELS 


| Will Exhibit the New Spring Moi 


“Syeltline” Fashionable Stout 
COATS and WRAPS 
$39.50 to $165.00 


“Sveltline” Fashionable Stout 
SUITS 


$39.50 to $165.00 


‘Swehline™” Fastsonable Stout 
DRESSES 
$29.50 to $165.00 


“Seeking”. Fasbicomble Stat 
SKIRTS 


BLOUSES 


ST 
ea 
ss 


$14.50 to $35.00 ¥ 


po | 


H 
TIS | 


S — 

SMITH-KASSON CO., CINCINNATI, O. — Here is 
a page advertisement devoted entirely to apparel for 
stout women. The store that can establish a good 
volume of business with stout women is fortunate. 
Salespeople can, if they will, read this ad, get the idea 
and spirit of it and thereby help themselves to make 
more satisfactory sales—satisfactory to the store, the 
customer and the salesperson. Remember, stout women 
are a bit exacting regarding what they wear. It re- 
quires tact, patience and understanding to get and hold 
their trade. But it is profitable trade once your store 
gets it. This ad is the opening wedge for the sales- 
people. Read the ads your store runs and while you 
are reading them, keep in mind that tomorrow’s pros- 
pective customers may be reading just what you are 
reading. When you meet, you can talk and think with 
common understanding. 


See Sn ST 


A 


Toro TONTNT ENR TA 


IDEAS 


Salespeople Should 
Advertising Man as 


selves—A General Salesman 


Consider the 
One of Them- 


It Takes About Fifteen Minutes to Make the Average Sale to a Cus- 
tomer—It Requires About That Much Time to Read an Advertisement 


The three advertisements repro- 
duced here feature two of the leading 
divisions of a store stock—ready-to- 
wear and silks. The ads are about 
the same size and contain about the 
same amount of reading matter. 

An intelligent salesperson could 
read one of these advertisements 
through in fifteen to twenty minutes. 
If read with the utmost care, not 
more than thirty or forty minutes 
would be required. 

If every salesperson in the depart- 
ments represented in the ddvertise- 
ments would try to analyze why each 
item is in the ad, why it is priced and 
described as it is and to picture in 
her own mind how each description is 
going to appeal to a customer, the 
adman’s work would closely dovetail 
with the work of each salesperson. 
By such a cooperation between the 
sales force and the advertising de- 
partment an ideal merchandising sit- 
uation would result that could not 
help but build a better store service 
and thereby an increase in sales pos- 
sibilities. 


STBLEY, 


It is doubtful whether more than 
2 per cent of salespeople read adver- 
tisements of their own department 
with any regularity or very intense 
interest. But if they realized how 
the ad helps them make sales they 
would consider it a duty and a privi- 
lege to read every word. Also sales- 
people in departments not repre- 
sented in any particular ad should 
read it because customers are likely 
to ask questions about the advertised 
goods of people not in that depart- 
ment. The store ad, no matter what 
is in it, is for the good of the entire 
store and the quicker this idea can be 
thoroughly intrenched in each sales- 
person's mind, the better it will be 
for everyone concerned—especially 
the salespeople themselves through a 
greater showing in the daily sales- 
books. 

Read the descriptions of how to 
read the ads represented here and 
then apply what you learn to ads of 
your own store. This is one of the 
tre methods for studying salesman- 
ship. 


LINDSAY & CURR 00. | 


isl 


H 


Silk Fabrics 


“Every maides, coy, alluring, 
Lithe and graceful, fair ana gay, 
‘Owes it to cer Youts and Beauty 
To be decked io Silks To-day!" 


Lidl 
nt 
ae 


E 
: 
i 


HE mory of the arvelopment of the silk industry is crowded with 
Fomance It reads almost Like a tale from che Arabian Nights, 

‘Way back in the year 2040 BO. the little 1b-year-old 

Z Chinese princess Si-Ling-Chi, discovered the silk worm and 

Maried him in  eyrtematic way to labor for the benefit of man- 

Kind, and it was abe who, with her ladies of the Court, first wove 

garments of besatifal uilk which afterwards became the scoept- 


juction was kept & stale secret and carefully 


te 


of the ail worm and seeds of the mulberry tree and she imparted to her 
lover her own knowledge which ahe had gained in the Royal Palsct of 


E 


‘At a later date Alexander the Oreat learned the secret and still later 
daring the reign of Julius Cacear silk became the Court dress in Rome. To- 
day the United States leads the world in the mapufscture of silks, the heart 
of the woven silk industry being located in Patersoa N.J. Last year there 

in the United Staies no leas thax $500,000,000 worth 


woren everywhere ur Interested in ailk for it enters into 
uemeadon 


& cag me sin) S) 


Miple Siow Werk 


Infouts’ Apparel 
Dissins 


jawaly wed 
@f sire or Broad brimmed ha 
hem 


= company | (Thed Flow) 


e Art of Coreen As Presented 
In the Specialty Shops-of this Establishment 


HE exhilaration of dress, the 

consciousness that one is in the 
mode, yet not of it, individually di 
tinguished ig attire and with 
ing which accenas one'sown 
ality—auch is the triumph of 

eat artistes in dress upon whom 

“this establishment draws in the pre- 
sentation of apparel to its patrons, 


bo 
itesadecelor, wery smart [0 


Costume Tailleurs 


of the famope 
cout whe cooperste in developing 
Feclusive fashions presented by 
Halle Bros Co. 


New Spring 
Apparel 
Charminrty stnfent 


ah aa 
Millinery 
The poet 


UDAYAUOAEVAUATRRGABAAOCVENGNEVONUAGOOOUONURUONDAGHDUOGDUOERAOEORONOUGGUGUROQSRORUACRGATAVANAUAUGOSOMANiRDEAOOAGRIAUOUEINL 


Silk Petticoats 


We er 


Vagos Perens 
1g Exthasie Clewalane Sete 


MUU Ti 


= 
= 
=| 
= 
= 
= 
= 
= 
4 
E | 
=| 
= 
= 
= 
FY 
Ft 


THE HALLE BROS. CO., 
CLEVELAND, O.—This six 
column advertisement is more 
than a mere catalog or bulletin 
of items. It describes different 
items of outer apparel from the 
fashion standpoint—from the 
standpoint of trimmings, ma- 
terials, models, styles. When 
a lady comes in to buy in re- 
sponse to this kind of an adver- 
tisement she will feel strange 
if the salesperson is not so well 
informed as she herself is about 
the goods. If the customer gets 
her impulse to buy from the ad, 
surely the service she gets 
should be in keeping with the 
ad. This one is especially well 
written and interesting. The 
salesperson should be as inter- 
esting and should display as 
much intelligence as the printed 
ad displays. And furthermore, 
what better method could a 
salesperson adopt for studying 
a new season’s style changes 
than by reading thoroughly 
every style ad put out by the 
store at the beginning of each 
new season. The advertising 
department spends many days 
and sometimes weeks in get- 
ting style information together 
and all this you can get by a 
ten or fifteen minute careful 
reading of the daily advertise- 
ments as they appear in the 
local papers. 


int 


fe 


Silk Sweaters 


if 


-] throaghost this 
Drond land of ours may all have the opportunity of mare aboat ail 
ways in which it is used for our benefit and for our 


i 


pleasure. 
‘This week there will be special silk displays in all departments 
whare silk enters largely (oto tbe make up of the merchandise, 


itt 


Silk Negligees 
Crepe de chines, crore 


Ss 
‘These silk hats have s joy springtime about them, in 
{Bete bright colors and dashing st!e8. One of tbe favorite shades of 
is tangerine ere eo 
th ecbreldery, flower streamers, 
for perhaps with only ibeir own amart lines for 
‘Mazy are the kind that one fiads usually only in Paris. 
Second Floor 


Lamp Shade Silks 


‘expecially suitable for lamp 
to use with them 


SIBLEY, LINDSAY & CURR CO., ROCHES- 
TER, N. Y.—Few salespeople know all the inter- 
Many 
stores run just as interesting advertising on silks 
as this one is—and it is most interesting and help- 
ful—and it would pay any silk salesperson to read 
such advertising, also any other matter which tells 


esting things they might know about silks. 


about silk, its nature, its quality and its use. 


Besides silk for dresses, there are other commodi- 
ties of silk—ribbons, underwear, veils, gloves, hats, 
Every store 
carries them and people buy them—because they 


lamp shades, sweaters, and so on. 


are made of silk. Salespeople never 
know too much about silk, too many 
facts, too many viewpoints about its 
charm, its beauty, its uses. Ads fur- 

» nish this knowledge. Read your silk 
ads, even try to think of things to 
tell the adman so he can put some 
of your ideas into his ads. 


ADVERTISING IDEAS 


Z. Here Are Outlined Some of the Non-competitive 
Elements of Retail Campaign Advertising 


Well Regulated Serial Copy Automatically Reduces the Price of Newspaper 
Space for Department Stores—Here Is a Method Worth Some Careful Study 


Sometime in the sweet bye and bye an ex- 
perienced department store advertising man will 
retire and write a book on retail advertising. 
It will be a book which any adman can read 
and then put what he reads into practice. This 
is not in disparagement of the many excellent 
books now in print on the various phases of 
advertising. Not at all! Most of the books 
are good books, full of interesting 
facts, figures and rules and much 
guidance and suggestion, helpful 
to the beginner in this fascinating 
field. But what is needed is a 
manual of how to apply advertis- 
ing as a force to the movement of 
merchandise, a book which tells 
how to make advertising do what 
needs to be done from day to day. 

I do not know who is to write 
this book, but I can suggest a 


, By Mee Sug 


° . An Anniversary 
good title for chapter ten. This aie Chana 
is it: “How ‘Serialized’ Cam- Writes and Sere fo 

MISTER MAN 


paigns Reduce Cost of Space for 
the Department Store.” 

By space I mean newspaper 
space, not floor space. As every- 
one knows, forty lines or forty 
inches of white space cost so 
much money, no matter whether 
the method of using that space 
brings in much or little business 
or any at all. 

Laying aside the appeal of the 
merchandise itself and the value 
represented, the story has a big in- 
fluence on the sale of the goods, 
any item of goods. And there are 
hundreds ina store’s stocks. No 
store can afford to buy space 
enough to give every item in stock 
an application of advertising every 
day or every week. And if it 
could, no customer would read 
about every item. Some goods 
must ride out of the store on the 
interest created by advertising in 
other goods. 

It is because of this that the 
serial campaign method is good. 
Few stores use campaigns. Most 
of them run hit and miss ads, one 


‘This morning-we strum our 

= harps and sing our songs to 
that shyest and moat fastidious 

of all shoppers—Mere Mant 
Tn case his lady sees this 

Juma first, we trust her (n 


bp 5th section down) to hand 
2 it w him, face up, with bi» 
| gecond cup of coffec 


As You Like Them 


Variations sure to please 
: are the White Linen Hand- 
3 kerchiefs selling in the ale, 6 
: “fuss or 


2°, quality beyond. ‘compare at 
? * this price! Big. honest Hand- 
= kerchiafs you will like. First + 
2 Boor, 

: *Priesd Winner 146 


[Soren the Word! ' 


A new lot of full-fashiondd » 
{ ; Silke Socks (pure silk, good 
weight) have jyst been en: 

i ied ute nla Bld, 


2 $1.35. First floor. a 
: “rriend. Winnere® 141 


ata cane aT; at = 

$4 jnto scrub and silver cloths, 
» he would go on weaning 

> ragged skeletons long after the 
‘flesh had departed hence." 

i. We provide a defence 

Imported Madras .Shirtings 

s 


with interwoven, 


kind yesterday, another kind to- fibers Dies mare 
special for the sale at Me 


morrow and another kind today. 
But there are stores whose admen 
value and utilize the campaign idea. 

The Gladding Dry Goods Com- 
pany, Providence, R. I., is sucha 


2 yard. Second Floor. 


“Friend Winnere” 41, 42 


store. Mr. Gordon Schonfarber is ! 
the advertising man. The group Eh Stage Stas 
the same swagger 


of advertisements reproduced here 
is typical of different methods of 
serializing advertising as em- 
ployed by him. 

In so far as shape and size of 
space go, three methods are rep- 
resented in the reproduction. 

The strips are column wide 
and 20 inches deep; the two ads 
in the lower middle are two 
columns wide x 714 inches deep; 
the upper center is four columns 
by 15 inches deep. But the size 
is not the important thing, al- 
though there is a certain amount 
of identity in the shapes, espe- 
cially those of the column strips. 

What is important is the treat 
ment of matter in the space. Copy is written 
in a certain vein in each kind of space, no matter 
what the subject matter may be. For example, 
the strip ads are divided into segments, each 
one dealing with a special item and in a newsy, 
interesting style of writing. It 
is informative, easy to read and 
easy to remember. Space is saved 
by this method of serialization 
because several departments are 
represented but only one column 
of space is used. 

The two-column by 7% inch 


i thin sale at $3.55 pair, Foe 
2 Floor. 
sPriend Wlaasee” 148 


We Seem to Remember— 


That men are said to be! 
rather given to the practice of 
bringing gifts to ther wives | 
when they have done somé- 
thing they thouldn't. Pal 

i Necklaces, special, $4.85, 
will appease for a mld cue 


more, 
ceciieese eral cad deare 
£ the frown into those sunny 
}amiles you love, 
“Fiend simmers 19 and 99 


We carry a regular line of 
Accessories for Men—Socks 
Gloves, Leather Goods, Jews 
clry Novelties, Stationery 
Umbrellas ‘Didn't esa 
know it, clidja 


*@ Gladding’s 


By Guy Hubbart 


ads are used for various purposes. Sometimes 
a campaign on the Louis XVI Dress Salon, 
sometimes rugs or shoes or ready-to-wear. It 
makes little difference provided the campaign 
idea is carried out. Sometimes four ads will 
suffice, at other times, six, eight or ten, maybe 
more. 

When a customer becomes accustomed to 
reading something interesting, she soon begins 


————————— —} 


adman or woman who has a good one, complete 
in idea and form, can have it reviewed here by 
sending it in. It always helps if a little data re- 
garding the merchandising purpose of the event 
accompany the ads. This is not necessary, but 
it results in a better review both for the author 
of the advertisements and the audience to which 
the reviews are directed. 

The purpose of this particular page of Adver- 


Cood Dates, Past and Present— 


“Louise” Corsets—Special 
For the Week-End, $1.50 


Yesterday was the 300th 


How amazed the sedate 

little ladies of 1766 (the year 

* this Store was established) 

would be if they could see 

these lightly boned com 
fortable girdles. 

Those were the days when no 


2 girdle tops with wide bands i Neakle ink etre wk 
i motion are in pk figured broche; sizes 
2* | 20 Wp 25. sd special this week-end at $1.50. - 


Oladding’e, Third J oor 


TARIFIABLES i 
on Th (Gfonaade 

Enduring yalue w a chaz 

I = ae the pat! 


gains. 
Io ThrifTable 


Pillows, $2.15 
In x ld ator of phat. 


0 


The Keen Zest of 
Driving One’s Motor 
These Crisp Autumn Days 

Is heighted like the youthful color in one’s cheeks 
if there 1s the conscjoysness of being smartly tumed out, 


well groomed. md 


A new Angora scarf will lend « brillisnt-flash 
of coler as it snap: 
thaulder—$5 to $17.50. 

Trim, official looking driving gvantlet of oe 
tan capeskin are $5.50. 

Ard there snot f'n, mami, becorniag. clone 
fitting’hat, of course, and probably one of these 


Camel’s Hair Cloth : 
Utility Coats at $45 : 


Several models, some with tet 
collars, slash pockets, self-belted aad with either lesther or big 
buttoos. Thes coats are d 
style throughout the lang life of their soft, lustrous texture. 


New Wool Skirts at $15 


The Ciiees of Ha ‘New w Thitigs, Nes Prices | cad 


Is. Lent Added Zest By Real Autumn Weather 


Cet Into Your Sui, Mqude— 


Because it will give you a 
perfectly good excuse to doa 
one of the mew Blouses just 

Any 


thoveaghly attune to the tnviron- 


exactly 146 years ago to-day 
that as * American commifies 
was ay carry on 
secret with 

im the 


friends 
British Tales dnd other po 


and whips crisply cael 
foor 


Pom Fleer 


Hin or raglan sleeves, 1 At » woman's foodies for 
ah sr thing that are hand-made. 
But when he sees a woman im 
E a bdand Made Blouse. look: 
ing like sweet white rowe— 
be surrenders 
Our Hand Made Bowes 
range in prices from $5.95 
* w $25. 


to remain at the height of 


Gladding's, Fourth floor 


5 fi Smart Companions for Motor Coats = 
~ pair. Buckles, $2.50 to $15 Handsome 
= ser "ay Blouses | suit Modes | te Sars maha tee tend ait 2 dey kcal oes 
‘Signs of the Dance— pce SL oe (wan Fon Large Peg GR pe ea aaa a tora Blower” of whe 
= in two aylen, White with Women as a-dany. These smart new yoal Skirts newer the need— moon aes Che The 
blue collar trimmed with THIS store readers « Prunellas, Striped and Plaid New Carwas Weaves splendid valves af $7.95 = * 
wit, “Whi wih ed cob: OX gine serpent sue tty clon of morecsosedann, brown-and-, Dimity Blouses, lon sefa- It Floats" aa Besides > 
trimmed med lue-and-yellow, and so on, and so on! —Plaited or straight tailored, to wear with Ayeat- a eae a 
A few alleen, to. figures, enabling them to with their smartness tailored in—not pressed in. A splendid era, ace, iene apieguel neo, 


select smart, 
styles at modefate cost 


ra | Jersey Petticoats 
At $2.95 

Av limited assortment with 

tally colored flousces. Ex 

made for fall wess. 


Preparing to jazz a bit on 


fidence and poine of 
figure which ‘only care- 
fully designed and ap- 
propristely selected ap- 
can give the 
woman of ately pro T 
eavelope 
flesh colored batiste, gath- 
‘ered on one trble and priced 
to sell at 95e each, the jocalled P79 


Brassietes, 69c 
and Laer kere bon 
selling rapi 4 al a mousryne, - 

this ThrifTable price. $75.50 and up to 
$110, soarth owe 


If fou're a flapper whe 

= twirls a Necklace, often send- 

= sing your escort on as embar- 
humt—then 


ROM China! pew shipment” of 
the very useful ines? 
« e4¢ Baskets, coin and tase! trimmed. > 


Gladding’s 


> ramsing bead 1” gree—$! to $2. 
: sew metal “Betty” Beads are : facond floor 
} for you! Guan un 


3 breakable and fe color. 


selection; a welcome.low price—$1 5. 


“Home-Made” Underwear 
For Boarding School Girls, Perhaps 


i — ft ——} arrived. bringing spick-and-span 
Envelope Chemises at $1 to $2.50 Camisoles, $1 to $1.50 
Cami-Knickers, $2.25 to $3 
Dravbers, $1 
We are local headquarters for ths popular Underwear. 


AND FOR THE HOME—RUGS, CURTAINS, CRETONNES, FURNITURE—Sth FLOOR 


for gly ~ young owners— 
Glodding’s, Fowrth floor $3.95, Wool Challis Waite 


HIS muslin Underwear has made 
4 reputation on the fine quality 

_ of its fabrics, the careful sewing 
and pretty ways of trimming. 


If your beart beats in time 
‘With the latest tune of fashion | 


A brand new astortment “has just 


Bloomers, $1 to $1,50 
Nightaresses, $1.50 to $2.75 


Be prepared for « surprise ' 
when you put.one on. Your 
mere eit wal instantly become 
a distinguished costume! 


ng’, Third floor 


2 dlippers that will be as easy- 
~ going and companionably fa 
 niliar to any man, a a Pack- 


Are in adass by 


LOVES have takea to whimsical 
motds--or moder but the, Jong 
wristed Glove/ can be relied upon, Mous- 
quetae and Gauntlet Ske —$5 50 
to $9. 


rir flow 


{with Gilet and Valenciennes 
laces —413.50. 


! Coral, jade green, blue, old 
ivory, cherry, tangerine — 44 
= inches long—$1 strand. 


Many buy two strands 
and combine colors. 
Pleat (leew 


Did You See Wallace Reid— 


At the Strand last week? 
Remember the cunning Saw 

hig little twin nephews wore 
3!) ths re eel ofthe pes? 
= We have some like theft. 
5 They're “Oliver Twists" — 
: ‘with corduroy velvg trousers 
? and white silk blouses, hand 


e Crystal. Blue Hiillin ery Suite 


Can't you see the pictine—= * 
and all thote nice callege boyy 


on her # 
for a smile? Just ach = wool” 
Sweater 2 


7 Dress my ‘alon 


Lowered Temperatur¢— 


hake wait fis lhe Crystal Blue Hiidlinery Suite 
fons to bring you Y Ata! , Exclusiveness E No mere Indian 
; Me a eed Expressing Personality “Nothing 10 shocks and reel the living soul E t's sctullyealdl ® So 
BS y 
ue Noster erie WHAT wee do and how we doit is often strange ofa Be rapaces Wemaar Enns wear cone 
epehard sae afte, Vly affected by what we have on. Dress can nothing 10 delights and edifes « es distinct wo ie king's fer a : Inespee, 10¢ to 40c package: | 
, atv ntry Palmore are Srranf. Cong iy Feet 
HAVE, YOU SEEN OUR male eceermess cons DN FP HE fastdioly dresed woman of our day pli eagh rf 
DOLLS ?* goes in for exclusiveness and distinction. She $7.95 wRiGeo~ : 
‘s , two of these attributes. Star gains in poise and charm of manner by the con- , 
I: Gladding’s a fashcouablo, "eng faces opt oh retry! siouness that he is fully drewed and wal Gladding’ s 
Crate Exclusive, individually designed ap- not meet a replica of her costumé at every street 


Done 2 

Women who do pot understand how to make 
i best ot ae ore pe TOL ee 

to assist the wis XVL Dress Salon 
aprog sent Bi Miles Site there are 

who know how to emphasize one’ 


comer, 


merely 


designed to 
street, at the theatre, at brilliant evening functions, things.” 


THEY'LL BE GLAD TO ADVISE YOU 


Gladding: s 


season! 


to watch for the ads which carry what interests 
her. She is familiar with the style, the story 
and the merchandise if she needs it. 

That is all there is to the campaign method. 
It works for a store just as a serial story works 
for a magazine, except the ads are usually more 
interesting and better written. If they are as 
good as these, they sell goods and build prestige 
for a store—at reduced cost for space! Why 
don’t more stores try to serialize their merchan- 
dising stories? 

Naturally there are many splendid campaigns 
which do not reach this department. But any 


(An Important Phase of our service is the presentation of 
exclusive, individually designed Apparel in the Louis XVL. 
Dress Salon and the Crystal Blue Millinery Suite. 

Here the Fastidious Woman may select beautiful Frocks 

@ Hats which are onginal and “ Sante 

while fas fatale that subtle distinction 

colors and lines which 


and bewitchin 


These Collections do not off 

They are delightful pa fs fashions for the ex- 

clusive few this year—for the whole world, perhaps—next 
“THE NEW THINGS FIRST.” 


Bladaing: a 


Important Sales in Progress— 
are good form, and those wih as 


“rows of exactly similar mieockore Trim. 


i med Coatt 


= Watch the evening papa 
2 for others! 


Gladding’s 


tising Ideas is a bit different from the regular 
Advertising Comment page which appears every 
alternate week. The latter is devoted to an ad- 
vertising theme illustrated by three or four cur- 
rent advertisements which fit the theme. This 
page is devoted to the special work of one adman 
at a time, with the purpose of featuring the na- 
ture and treatment of something extra good in 
retail advertising practice. 

When you mail your ads, please state whether 
or not they are intended for the Monthly Adver- 
tising Ideas page or the regular Comment page, 
so that we will know how to handle them properly. 


Here’s a Good Place to Look for Ideas 


These Paragraphs Are Always Full of Merchandising 
Suggestions for Seasonable Copy on Many Lines of Goods 


Newest of Fashions 
for Spring and Easter 


Versions of new Spring and 
Easter styles—the most correct 
and fashionable—are depicted in 
the planned displays throughout 
the store. The Easter bride’s 
costume, too—new notes in em- 
broideries and trimmings — the 
new width of skirts—the length 
of waists, etc.—are most interest- 
ing and of timely importance to 
maids and matrons. 


Pa A 


Women’s Suits 


in Norfolk Effect 


New arrivals. And you'll have 
to hurry if you want one of these 
suits. Our first allotment of these 
suits, more than 100, was sold 
out in two days’ time at our pre- 
vious sale. So shop quickly, as 
we have only a limited lot in this 
offering at this special price. 


ek PN, 


New Spring 
Silks Arrive 


Ever of keen interest at this 
season of the year when so many 
are planning Spring and Summer 
wardrobes — particularly where 
vacations or other Winter-end 
journeys are to be made—are the 
new silks designed for Spring. 
The earliest comers in authentic 
styles have arrived. 


Fit. Vine 


Charming New 
Spring Dresses 


An extensive showing now— 
and every day we add new arrivals 
to our choice selection of pret- 
tiest Spring styles we have seen 
for many a season. Really, the 
models are particularly attractive 
this year and women who have 
seen our first showing have been 
very enthusiastic. It is almost 
impossible to describe all the 
clever effects. Come See Them 
for Yourself. 


fata FE | 


Newest Hats 
for Milady 


Tomorrow—an important pres- 
entation and selling of smart 
modes for early Spring and Eas- 
ter, prepared especially for this 
store and portraying in fashion the 
new styles, materials and colors 
for the approaching season. 


A eK 
Silk Underwear 


at Lowest Prices 


A complete assortment of dainty 
things for warmer weather, fea- 
turing the new styles in dainty 
bloomers, envelope chemises, night 
gowns, step-ins, underskirts, and 
vests. In fact, this is as complete 
a display of the new styles in silk 
underthings as you have seen for 
some time. And look at the little 


prices. 

4 4 4 
Looking Toward 
Springtime 


New footwear. And Springtime 
footwear is going to be as lovely as 
Springtime itself. Many of the 
newer styles are already here and 
more are on their way. Most every 
variety of leather is represented in 
our new display of Footwear for 
Men, Women and Children. 


A DWVIER TAS DTNiIG? WM DEAS 


By Arthur Sinsheimer 


Some Descriptive Items 


that can be used in your regular advertisements with possibly a 
slight change here and there as to colors and the insertion of 
your own pricings so as to keep them according to regular form: 


BUNGALOW APRONS at 59¢: striped percales trimmed with chambray 
and pearl buttons—belted back—very special at this price, 

SATEEN PETTICOATS at $1: in black and colors—pleated flounces— 
newest styles to underdress Spring and Haster garments—all lengths. 
GIRLS’ GINGHAM DRESSES at 75¢: new models in 6 to 14 years— 
large and small plaids—with contrasting trimmings. 

WOMEN’S VESTS at 35¢: regular 60¢ quality—Swiss ribbed lisle in 
extra sizes—low neck and sleeveless. 

BOYS’ BLOUSES at 50¢: newest colors in fancy striped percales— 
light and medium patterns—with attached collars—S8 to 15 years. 
WASHABLE PONGEES at 75¢ a yard: good assortments with varied 
colored satin stripes in many widths—splendid for blouses, skirts and 
sport clothes. 


WOMEN’S COATS at $8.50: newest materials including good serges 
and homespuns—belted effects—some with detachable collars—advance 
models—regularly $10.50. 


PLAIN SCRIMS at 10¢ a yard—fancy drawnwork effect borders—white, 
cream and Arabian—a very extraordinary offering—very desirable for 
making those new Spring draperies and curtains. 


TRIMMED HATS at $3: fancy straws in large, medium and small 
models—newest styles and colors—ribbed and flower trimmed. 


MEN’S LISLE SOCKS at 40¢: seamless with reinforced heels and toes— 
in black, tan, grey, blue and cordovan. 

GEORGETTE CREPE BLOUSES at $5: embroidered in two-tone effect 
—overlay on collar and circular cuff—a new and very smart model. 
MISSES’ SERGE DRBESSES at $8.50: box pleated models with girdles 
—in navy, green, brown, burgundy, canary and periwinkle—white 
collar and cuffs—14 to 18 years. 

MISSES’ REP DRESSES at $1.50: dainty new styles in white, pink, 
blue and tan—full kilted skirts, trimmed in white—sizes 6 to 14 years. 


Infants’ Wear That Mothers 
Will Appreciate 


A display so varied that you can- 
not help but make the right choice 
for baby. These baby wearables 
are noted for the fineness of the 
stitching and the soft flufiness of 
the fabric, and the prices you will 
find are within the reach of all 
mothers, whether with much or 
little to spend for baby’s outfit. 


Laces and Embroideries 


Will Be Extensively Used 


This week these trimmings for 
under and outer garments are fea- 
tured nationally, and, cooperating 
with this event, we present for 
Monday, prices on the finest of 
laces and embroideries that have 
not been quoted in a good many 
years. Your choice is almost un- 
limited. 


Here’s an Editorial for Eastertime 


With very little revising, this could also be rewritten into a very 
good form letter which you could use on your regular mailing list. 


A Few Weeks and Then 
HAs Seiet 


Dressing the Children in 
Springtime Apparel 
In this very complete line of 


With Easter coming on apace, the need grows urgent to greet 
and meet it as befits the age-old custom, namely, with new 
clothes appropriate for the occasion. 

Easter Dress is featured here this year as it has seldom been 
featured before. From the smart costume itself, right down to 
the smallest detail dear to every woman’s heart, nothing is 
jacking to make your Easter shopping both interesting and in- 
formative. 

Distinction distinguishes everything in our Spring and Easter 
displays—this is our best Exhibit and Sale in years—“best”’ be- 
cause splendidly complete with most moderate pricings. 

This Easter Store is ready to render a highly efficient service 
in apparel needs for women, misses and children—You Are All 
Cordially Invited to Visit Our Latest Style Exhibit Which 
Opens Tomorrow. 


Leather Goods 


and Novelties 


Distinctive traveling luggage, 


children’s dresses, coats, under- 
things, shoes, etc., can be found 
just what you are looking for, 
whether it is for play, school, or 
party wear. And best of all, every- 
thing will be in the very latest 
style at popular prices. Mothers! 
Your attention, please. 


fitted suit cases and bags and a 
wide variety of smart and clever 
novelties including a full line of 
useful, well made and fascinating 
articles such as hand bags, um- 
brellas, perfumes, sport coats, 
sweaters and scarfs. Everything 


for the traveler. 


Suits for 


the Men 


Spring suits of sturdy materials, 
in worsteds, serges and cheviots, 
made in up-to-the-minute models 
with the new lines which master 
tailors have adopted for men and 
young men’s Spring and warm 
weather wear. 


02-9549 


Books from 
Everywhere 


We are determined to give this 
city a book store that shall be not 
only a useful institution but a 
source of civic pride and an added 
ornament to the retail shopping 
center or our town as well. Books 
from everywhere, on everything, 
for everybody—fiction, history, 
novel, drama, science, religion, 
finance and business. 


0a ook 


Lighter Coats, Fresh from 
the Sources of Fashion 


A new shipment of coats that is 
especially inviting as the days grow 
longer and warmer. Some of them 
are made from sport tweeds and 
homespuns; some are of the fash- 
ionable new cloths that have been 
developed for this season. All are 
smart. And moderately priced. 


9279.9 


Wicker Furniture 
and Cretonnes 


They add a light, gay note to any 
room. They fairly seem to add a 
touch of Spring and Summer to 
Sun Parlor and Living Room. 
These are very special offerings in 
willow and fibre furniture—of ex- 
ceptional merit and durability— 
substantially constructed and of- 
fered at tempting price reductions. 


9) TO 48sS 


Boys’ Suits 
with Extra Knickers 


In a variety of exclusive models, 
each showing some clever little 
style wrinkle that will appeal to 
youth. Wide range of cloths to 
select from, of all wool and in 
varied colorings. Sizes 6 to 16 


Be Be 


years. 


Newer Ideas 
in Silk Negligees 


All silk, daintily trimmed with 
lace and delicate shade ribbons. 
They are in lovely pastel tints such 
as pink, light blue, periwinkle, hon- 
eydew, canary and turquoise. The 
most lovely we have seen in a long 
while. And moderate in price, too. 


Ah ar $3 


Springtime Sweaters 


Are All the Go 


One cannot have too many sweat- 
ers in one’s wardrobe this Spring, 
and certainly these are as pretty as 
anyone could wish. Those of 
worsted are in Tuxedo coat model 
with brushed 
wool collar and 
cuffs in novelty 
stitch — those of 
mohair are in slip- 
on style, with V 
shaped neck. In 
all the desirable 
Spring. shades. 
Just see them. 


“i i . 


Ne ll Nats J 


AND 


SALES 


Advertising Ideas 


PLANS 


FOR MAY 


ly 
ay ‘A 


| ay 


TTY if 


[= “] is ty Ne, | 
SSS Tf 
yy 


Ideas Like These Have Interested Other Peoples’ 


Customers— 


On the Sale of Cameras 


‘Not a strictly new idea but a real sales 
stunt for cameras that ought to be given 
more attention than is usually given to it. 
If, as is pretty generally conceded, it helps 
to sell dress goods to talk to a prospective 
customer in terms of dress rather than 
mere yards of cloth, why isn’t it better 
to show camera prospects the results of 
cameras and the supplies necessary to ob- 
tain the results? In other words, show the 
camera and group around it a few pictures 
that were taken by the camera and also the 
film, developing trays, tubes of developer, 
hypo, drying clips, printing frame and pa- 
pers that were needed to get the finished 
pictures as shown. It will make an interest- 
ing display and one that will sell more 
cameras to the novice and amateur than all 
the effort the ordinary sales person could 
possibly exert. Display and advertising 
men—attention to this one! 


* 
“Don’t Do’s”’ 


Harris-Emery’s of Des Moines, Iowa, 
again puts over a new one by changing 
from the usual preachment of what the 
store “does” to the unusual dialogue of 
what they “don’t do” in order to make 
sales. And they have attracted more than 
passing attention to their advertising by 
stressing very prominently a list of “don’t 
do’s,” a few of which are here quoted. 
They do not allow price alone to influence 
their buying of merchandise. They do not 
use valuations of a year or two ago in 
marking merchandise. They do not use 
comparative prices. And “finally but most 
important,” the store concludes, “we do 
not consider any transaction complete un- 
til the customer is entirely pleased.” Ad- 
vertisers! Take notice of this clever nega- 
tive advertising twist! 


Ce eee 
Five Minutes a Sale 


An idea new to New Orleans was sprung 
when the Gus Mayer Company announced 
their plan of devoting only five minutes to 
each shoe sale. Their schéme is to allow 
just five minutes as_ the 
length of time for fitting 
each pair of shoes sold, the 
customer being supposed to 
make room for another at 


the end of that period. They say the 
principal value of the plan is the psycho- 
logical effect of the announcement. In 
the first place, the mere announcement of 
the time limitation conveys to the reader 
a subconscious idea that there isn’t the 
slightest doubt that the shoes will be in 
great demand, and secondly that the sale 
has been so systematized that there will be 
little waiting. How the plan is working 
out we haven't heard as yet—but it doesn’t 
sound so bad on paper—does it? 


Public Wrapping Counters 


How many times have real, “dyed-in- 
the-wool” shoppers tagged around all 
morning picking up bargains here and bar- 
gains there and by noontime found them- 
selves so laden down with small bundles 
that they couldn’t get enough room in the 
store cafeteria to lay their packages down 
so that they could eat in peace and comfort? 
The Holtz Dry Goods Company of Lady- 
smith, Wis., have been studying this phase 
of a “shopper’s life,” and now solve the 
problem by installing a central wrapping 
counter where all parcels, regardless of 
where the purchases were made, will be 
wrapped together free of charge. And a 
more popular service has not been rendered 
to weary bargain hunters for some time— 
ask the Holtz Company—they know. 


Let’s Get Married 


Here is a new way to get engaged 
couples interested in your store, and the 
president of W. C. Munn Co., Houston, 
Tex., says it’s a great success. Having 
been appointed a deputy county clerk of 
Harris County and authorized to issue mar- 
riage licenses, he has.established a Mar- 
riage License Bureau on the fifth floor of 
the Munn store and has announced that 
“all couples wishing marriage licenses can 
get them here.” The bureau is located in 
a modern five-room bungalow which was 
fitted out primarily as a display for the 
furniture and drapery departments, and it 
is further announced that all couples who 
are willing to be married in this bungalow 
can get their license free and have the mar- 
riage ceremony performed without cost. 
The store is getting a heap of publicity out 
of the Marriage License Bureau—besides 


‘most efficient set. 


Similar Ones Ought to Interest Yours 


quite a few complete housefurnishings 
orders. 


Radio Interest 


Probably no department in the store to- 
day can develop more interest in its mer- 
chandise than the radio department, for the 
possibilities of attracting and holding the 
attention of prospective customers are al- 
most unlimited. Some stores simply rig up 
a good receiving set and draw attention 
to the radio section through the music and 
vocal selections which come through some 
one of the broadcasting stations. Other 
stores hold contests of various kinds in 
order to interest the school boys who de- 
light in building their own sets. Here’s 
an idea for you—announce a contest open 
to boys between the ages of ten and six- 
teen years and give prizes for the best 
home-made set, the simplest set and the 
Entries to be displayed 
in your radio department during the con- 
test. Just imagine the sale of parts and 
accessories this will create for you if you 
handle it properly. 


Important Customers 


When Marshall Field & Co. issue a 
special book of forty-two pages in order 
to emphasize the importance of infant cus- 
tomers, you can hardly blame us for so 
often stressing “baby” ideas to create in- 
creased business. Research points out that 
of every 1,000 customers, 24 per cent are 
under ten years of age and are potential 
customers for infants’ and children’s wear. 
Marshall Field & Co. go on to say that 
good-will is partly due to reason, but it is 
also largely based on sentiment—“and what 
better opportunity to use sentiment to gain 
and hold customers than to entrench your 
store in a mother’s favor through catering 
satisfactorily to her baby?” Let’s all give 
this a heap of study. 


BG 
Live Sellers 


Five live gray foxes in a window 
trimmed to represent a forest scene, was 
the unusual window attraction used by the 
People’s Store, Charleston, W. Va., in con-| 
nection with an August sale of fox furs. 
Making live ones sell the dead ones, we 
call it. 


ADVERTISING 


MacDougall-South wick =a MacDougallSouthmack samara MacDougall-South wack ee Maciougal)outnwrcie 


Fhe Sroatost Onross Sale 
wer held amm  inJsealih 


at MacDaugall. 
Seuathunich's 


April 18th 
at 9:00 A.M. 


9 
SILK and CLOTH 


DRESSES - 


Purchased through MACDOUGALL, SSOUTHWICK'’S great New York buving organiza 
tioo—the lor, re jy ent ower of any retail store on the Pacific Coast—we are able, at 
the very height of tt of the season, to offer these phenomenal values in BETTER dresses 


$39 A Comprehensive Variety of Latest Styles $39 


Superb Fabrics! Typical MacDougall- 
Southwick Quality!” Expert Workmanship! 


als of Dresses that Priced Two, 
eat Sots Boon Three Times ws Mach 


Dresses for the Street, Afternoon, Ercan, Business, Travel and Sports Wear 
Cloths F& Silks SSR St Colors ey 
Sizes 14, 16, 18, 36, 38, 40, 42, 44 


Mowe, Pia Neat aad Lae 
Gove Sectinn fiend Pinar 


MecDougall-/outhwick 


Second Avenue at Pike 


Alterations 
Nc Yin Order of 
Purchase 


ee A creer ener 


IDEAS 


Salespeople Can Profitably Study 4 
the Three Advertisements Repro- \“e 
duced and Analyzed Here 


At One Time or Another Every Store Publishes Similar Advertise- 
ments and for Purposes Identical in the Store Selling Program 


Many stores require their sales- 
people to read each day’s advertise- 
ment to familiarize themselves with 
its contents. Some stores even re- 
quire all department managers and 
salespeople to read and sign, proving 
the fact, each advertisement pub- 
lished. 

This, of course, is a splendid prac- 
tice inasmuch as it develops the in- 
ter-store ad-reading habit. But read- 
ing and proving the act by signature 
is hardly enough. All advertisements 
are not alike, the events or occasions 
featured are of varying importance. 

Salespeople need to know why an 
advertisement is written the way it 
is written. As an example, the three 
ads reproduced here are alike only 
one way: they are store advertise- 
ments. That is the only similarity, 
yet a single store could and often 
does run an ad similar to each of the 
kinds you see here in one week. One 
features one line of goods at a spe- 
cialized price — $39.00 silk dresses; 
one is a seasonal announcement fea- 
turing new outer apparel for women; 
the other is a cut-price sale of fine 
millinery. 

Even in the same store the public, 


especially women, would not respond 
identically to these three ads, and 
due to this fact salespeople need to 
know what kind of response each ad 
will bring. Good selling depends on 
such knowledge. Study the ads and 
the brief descriptions of each. Then 
study the same kinds as they appear 
in your own store. 

Keep in mind of course that any 
kind of an advertisement, these three 
included, will bring people into the 
store. But each of these has a spe- 
cial appeal aside from the fact that 
they tell about merchandise. Also 
remember that anyone of them would 
do practically the same thing for any 
store publishing them provided the 
department or line featured was the 
same. Women do the same thing 
with hats, for example, no matter 
what store they buy the hats from. 

The important point to get from 
the study of these three ads is not 
their general value as ads but their 
specialized value. In a sense, these 
ads are just as important to you as 
salespeople, as they are to customers 
as purchasers because they—the ads 
—are a point of contact between you 
and your customers. 


MacDOUGALL - SOUTHWICK, 


Seattle, 


Wash, — How 


should a store’s sales-force respond to an advertisement of 
this type? This is a question which naturally comes to the 
mind of ambitious and loyal salespeople as well as to the 


manager of the department represented. 


Those who are 


unthinking might say, “Why, sell all the goods you can, of 
course.” That would be half the answer provided the other 
half was in the salesperson’s mind, this: Since readers of our 
advertisement have been told that this dress sale is based 
on a specialized price of $39.00 we must be able to show 
intelligently that the stock described conforms with the 
value represented by $39.00. Every dress is advertised as 
a special value. Women will expect each dress to be a 
special value. This is the other half of the selling thought. 
Such a sale will be a success if all the salespeople have this 


thought. The value is specific. 


Cc OTRELIA1 FONARD 


ey ALBANY 15 James Sirect, 


{ 
} 
| 


| New Prices | from” 
| on Spring Coats and Wraps, \ 
q 


Dolmans and Capes 4 
| 


| are? s 
} 2°.00' 39.00 49.00 8.00 69.00 79.00 


Send Your Furs to Us for Storage 
Do not neglery 40 pat your lars wy stornge just at carly in the 
Selaseces SON ps OO oN aN 
iin sie eas ante Geel a. Hold 
te Bel, Prete rh 1 


Phone Main 2530-—o0r vend by express, charges collect a 


— —————— a — —— 


COTRELI= LEONARD 


24¢Sroadway ALBANY 15 James Sireet 


Peggy's Note Book 


| 


COTTRELL AND LEON- 
ARD, Albany, N. Y.— 
What is the selling value 
of this kind of an adver- 
tisement? Is it a direct, 
specific appeal or will it 
have only a stimulative 
effect on customers? 
Salespeople meet all cus- 
tomers. Because of this 
they ought to ask them- 
selves questions like the 
above. This, because in 
the actual selling of 
goods they must answer 
the questions by action if 
not in words. 

An announcement such 
as this always brings 
many customers into the 
store with definite needs 
in mind, women who 
really are ready to buy 
something whether or not 
it is something definitely 
priced and described in 
the advertisement. If 
salespeople wrote the ad, 
what they thought when 
writing it would be a 
good line of thought to 
use in serving the cus- 
tomers. This kind of an 
ad draws for many days 
after its appearance. Keep 
this always in mind. 


CER RATLTE EAI 6 es eo = ot 


fl 


Starting Tomorrow Morning at 9 © 9 O'clock Sharp : 
Be The Greatest Sale of FA ae Your Sale . end Ph oe 


EVERYWOMAN’S SALE. 


of New and Fashionable Spring and Stammer. 


@& MILLINERY @& 


wil am at Nextto-Nothiig Prices! eee 
From America's Leading Designers dpe in the Seo, 
$ el 4* 85 $655 


Pt 


$15.00 to $25.00 


hee ie one 
otra ta a Oot 
Rigel src noe f 
eee 
‘Hal for ¥ 


5th Avenue Model Hats ¥¥ ‘ 
1785 \ ; 
510° $3.85, $9.85 
yee AND: 2 
san Feat OTT Thoeyerrheremeral pours wf wer rm $ 
‘oedunastly pay cwice and ch asmeundurng th sft than rig 
Soe when as pemanione Went eoe.« 
xraiay wondea wale w thn fet theme bub sabia becoming, 
eg awe ENSATIONAL Hat News for the whole pecial!! 
SA’ at News for the whole nation. Extra Special!! 
3, _ Lovely Dress Hats Sensational Hat Bargains for Every Woman who * ae 
| Disincgeand Umnal Crain" Fonds this page! Hundreds and hundreds of the | “™mngitessdlt® 
$4.85 most fashionable hats money ¢an’buy, at prices which $° 00 
_ mean we are practically giving them away in this event 1 ° 
_ which, begins tomorrow morning—a mighty demon-! 
Sees TT SEES 
: You've seen Evérywoman, Sales before! But never ¢ sale so tre i aiaiencaienied 
Ou cen ‘hes and occasion) at far less 
a = Kani vou ever expected to par}: Bet when the doors open! - 
f 
‘Dealersate purchase 
pecs | The GusBlassCo. : 
Scie eeeee, Millinery Department ; 
econd Floor’ . ° 
Se Pp 


THE GUS BLASS CO., Little Rock, Ark.—This is a big 
ad to devote to one line of goods such as millinery. Such 
an announcement-——containing as it does pronounced re- 
ductions on seasonable and desirable hats for women— 
is sure to get quick and earnest action from customers. 
Women will come in with the expectation of getting un- 
usual value for the money. Nothing but skillful seine 
can live up to the values quoted in this 
ad, such as $50.00 hats at $14.82,” “$15.00 
hats at $6.85.” Knowledge of every sell- 
ing point of each value should be in the 
salesperson’s mind. Otherwise much time 
and many sales will be lost. Customers 
want values when they read an ad written 
in the vein of this one. 


ADVERTI 


Making the Advertisement Suggest the 
Quality of the Goods Is a Gift 


{ 


SING IDEAS 


Customers, Women in Particular, Respond Readily and Surely to 
Skillfully Presented Viewpoint Regarding Style and Fashion Merchandise 


By Guy Hubbart 


Progressive admen constantly strive to give advertising an extra 
power, a forcefulness in addition to its natural persuasive and informative 


character. Almost any well written retail advertisement has stimulative 
and selling power. But 
some, a rapidly in- Spring Opening, Thursday, Friday and Saturday 


creasing number, have 
a creative element 
which multiplies their 
value to store and cus- 
tomer something like a 
hundred fold. Both the 
advertisements repro- 
duced here are good 
examples of this extra 
force. The one ex- 
ploiting silks is an un- 


There is no more fa 


SLA hin NLL IO SYILL BSI A RP RIALS ING LON IO 


present than the Silk_Sections with their alluring fabrics 


clination?) to link their copy with the physical importance of the store 
and merchandise? Forty advertisements a week, on an average, go 
through this department during the Spring season but less than a half of 
one per cent are closely linked in theme and 

appeal with the departments they feature. This 

OT IGHNSON| - anne is a weakness costly in space and in reading 
pt a value. The O. T. Johnson Company silk ad is a 
refreshing example of the absence of such weak- 


A ness. It actually reflects the silk location and 
Glorious what it means to women. 
Item descripticns are brief, well worded 
Tr n : : Se 
Spr etaa g and full of just enough information to allow the 


reader to use her own judgment in placing value 
on them. 


Opening Announcement 


scinating spot in the entire Store at 


usually splendid exam- 


and wonderful values. Besides the heavier Silks, this col- 


The other ad, a formal announcement of 


lection features numberless exquisite, weaves suited for 


ple and the other a 
close second. They 


BID IO FRIAS ONLI SSVI” 


q 


Spring and Summer 


Our Spring showing is one of the largest and most com- 


Spring Opening, is well managed and serves its 
purpose perfectly. It has not the reading-value 
of the silk ad simply because it describes no spe- 


use. 


were published by the 


plete we have ever 


made, embracing a great variely of 


different weaves which we especially invite you to see, 


cific items. It is good because there is an ab- 


O..T> -Johnson= Co, 
Galesburg, Ill., Tues- 
day and Wednesday, 
March 21 and 22 re- 
spectively. They are 
two of a set of three 
out of the store’s 
spring opening cam- 
paign and ought to be 
useful as examples for 


All silk; best quality; in the 
newest Spring shades such 
1s—Periwinkle, Canna, Mag- 
nolia Blue, Temple Orange, 

Jade and other Eva ple 
vhades, 40 inches 

wide, yard nonsen 3.75 


Main Fleer Anars 


PLP RTA 


Spiral Spun Crepe 


A new constructed 

weave; in Jade and Bi 

40 inches wide; yard, 
OT! 


repe of heavy 


Best Quality Canton Crepe 


sence of big, colorful, flowery words and phrases 
so often found in Spring announcements. It is 
sane, sensible, believable and dignified. It ten- 
ders an invitation and stops at that. 


New Plaid Moonglo Crepe 


A soft, supple, heavy crepe of fine weave, 

woven with @re-half inch stnpe forming 4- 

inch block plaid: black on while; red .on 

white; temple orange on white and all white; 

all are daringly smart effects; $ 

40 inches wide? yard 5.00 
ore Mae 


The Quality Appeal 


Every store likes to convey the impression 
that it carries not only fresh, new, well selected 
merchandise but quality merchandise. Some 


Moonglo Crepe Meteor 


Soft, clingy, high finished all silk Crepe 
Meteor in black, white, brown and navy, 
40 inches wide 

yard 


wary 


the present and later 
on in the season. The 
advertising manager is 
Mr. D. E. Blick. 


Characteristic Points 


See Our Window Display 


All Silk Crepe de Chine 
High grade, good quality all silk Crepe de 
Chine in all the new shades, such as Fachis, 
Carmine, Mohawk Red, Blossom, Canard, 


Zine, Orchid and seis shades; 12. 95 


40 irithes wide. yard 
aie # 


Paisley Satins 


color combinations 
bie; adaptable for Kimomos and Trim- 


*2.75 


soft non 


Fancy Crepe de Chine 


Another new idek in printed 
Crepe de Chine, jn sumall 
neat pretty fignres, very 
much in vogue in the East; 
40 inches wide 


Pure Fibre Tricolette 


Pure fibre tubular Tricolette in Bleek, Navy. 
Sand, Tan, Peacock Blue, Grey awd schd | 79 
White; 36 inches wide; yard. . 


0. Te Mate Flew 


‘2.95. 


stores try to describe quality in material images. 
This cannot be done but quality can be implied 
in a sincere and convincing manner. The O. T, 
Johnson Co. silk ad is a splendid example of this. 
That is why it is reproduced here and described 
in detail. Many admen in bigger cities than 
Galesburg could well profit by a study of this 


of Merit 
In any. retail ad- i Crepe Back Satin Figured Foulard Silk 
vertisement worthy Dy Wonderful quality, soft a3 dows, ” Large collechon of Figured 
, sheer and high lustre; in Rust, ‘oulard, adaptable for practical 
the name, the good ¢ NTeoip range, Tura Rea’ Pree Bowes and Lies 36 ee 
points are clearness of ¢ SX Sie es de, $2.75 $175, 40 inch mde ad. 75 ae 
presentation, tasteful : 


New Paisley Crepe cd 


An extensive variety of pretty color. 
in Paisley Patterns; 40 inches wide; 
ward aes asian Sane 

0. Tu Mele Fleer Aneen "| 


Georgette in Plain Colors 


cluding the % 
wide, yard 2600 


and appropriate illus- 
trations, logical selec- 
tion of items to fea- 
ture and a reasonable 
appeal. There are a 
good many such adver- 
tisements but none too 

many, considering the , 
number of ads appearing daily over the country and the 
standing of the stores who publish them. If in addition to 
the points enumerated an ad has an individual touch—the 
result of discrimination on the part of the adman or woman 
—it is a plus advertisement. It advertises and besides do- 
ing that, does the thing a well written story does or a finely 
staged play—gives the reader something besides facts. In 
other words, it gives her viewpoint, something more con- 
vincing than all the detached facts in the world. 


Best quality all shade: 
new sport shades; 


Te Main 


aa 


Illustration Centers Interest 


Women in the spring are naturally interested in silks, 
the traditional fabric of lovely gowns, charming wraps and 
individual dresses and suits as well as accessories. The pic- 
‘ture in the silk ad is worth a thousand words of description, 
saving that many in fact because it tells a big story itself. 

The adman has skillfully utilized this interest-creating 
‘and attention-holding power to emphasize what he has put 
in words. 


A Sensible Introductory 


Read the introductory. Two short paragraphs but per- 
fectly tuned to the theme of the advertisement: 

“There is no more fascinating spot in the entire Store 
at present than the Silk Sections with their alluring fabrics 
and wonderful values. Besides the heavier silks, this collec- 
tion features numberless exquisite weaves suited for Spring 
and Summer use. 

“Our Spring showing is one of the largest and most 
complete we have ever made, embracing a great variety of 
different weaves which we especially invite you to see.’ 

Notice how the silk department is referred to as “There 
is mo more fascinating spot in the entire store at pres- 
ent. . .’ This is a fine touch because it gives the silk 
sections an identity aside from so many feet of floor space. 

Why is it that many admen and women, otherwise mas- 
ters of copy and appeal, lack the ability (or is it lack of in- 


ok PES LEP SAS IOS AGL EL P ERIN OSH 


type of advertising. 


Fancy Printed Georgette 
We show an elaborate collection 
of printed all silk Georgette, in 
smart color combinations — for 


8 3 hes % 
costed HI 


SPRING 
OPENING 


Thursday, Friday and Saturday 
¢e7Vlarch 23", 24" and 25" 


During the Regular Store Business Hours 


) 


q ‘THE neatly approval of our last 
Autumn Opening, the unlimited com- 
ments from our city and out-of-town 
friends, who season in and season out 
depend on this store for the correct new 
styles, and for more time to view them, 
prompts us to again abide by the sugges- 
tion of holding our Annuat Spring Opening 
during the regular store business hours. 


You Are Cordially~ 
Invited to Attend 


and inspect our complete 
presentation of the ~Au- 
thentic Spring Styles in 
every sectiun of the store. 


Music Every 
Afternoon From 
2 to 5 O'clock 


Every Section of the 
Store Participates . 


Ready-to-Wear Section 


q WE HAVE arranged to show on LIVING MODELS your own 

selection of Gowns, Suits, Coats and Dresses, affording unlimited 

time for deliberation and selection. Four experienced models will be here 

daily to model garments of your own personal choice and we urge our 
friends to come and avail themselves of this helpful service. ~ 


Galesbure's Biggest, Best and Busiest Store 


PAERT OP ETA I ES 


BAERA PLEA APSE 


Attention and Stir Up Interest—Here 


ALD ViEJR Tels TANG 


IDEAS 


Are Some Good Ones 


By Arthur Sinsheimer 


Pretty Sweater Coats in 
Lighter Summer Weaves 


Now is the time to choose them 
for the outdoor days to come. 
And here are styles so varied that 
choosing is simply a matter of de- 
ciding which is most becoming, 
according to your personal likes. 


NE Ai 


Beautiful New Blouses 
in Distinctive Models 


A display of intensely interest- 
ing blouses—smart, practical and 
new styles which you will pro- 
claim “Exquisite” when you see 
them. Models include lace 
trimmed blouses, frilly blouses 
and tailored blouses—some em- 
broidered, fine tucked and edged— 
and at these prices. 


4 FORE 


Smartest of Styles in 
Summer Coats and Capes 


These are probably no less at- 
tractive than the lovely frocks 
they will cover on cool days and 
nights to come. Each model re- 
flects the newest ideas that Paris 
and American designers have cre- 
ated. The fine fabrics of which 
they are tailored lend their beauty 
to achieve attractive effects. 


gay 9 5.9 


A First Presentation 
of Summer Undermuslins 


A profusion of individual de- 
signs are introduced for the spring 
and summer season—and right now 
is your best opportunity to secure 
a season’s supply at these wonder- 
fully attractive prices. 


Dn ae 


Our Friday Bargains 
Create an Economy Habit 


Friday Bargain Day is fast be- 
coming a habit with us and if you 
will accept our weekly announce- 
ments of the low priced specials 
which we offer during these sales, 
you will at once see the advantage 
of practicing the Economy Habit 
on these Bargain Fridays. Here 
are tomorrow’s offerings. 


sae PY 


Some Newer Ways 
in Women’s Fashions 


These are the newcomers in 
suits and frocks whose mode mes- 
sage wins instant interest. In 
these suits and frocks is interpre- 
tation of the most important fea- 
tures of summer fashion in ways 
that are uncommon and distinc- 
tive. We invite you to see this 
new apparel. 


ek Ped | 
There Are Many Uses 


for These Cretonnes 


Here are some of the most won- 
derful cretonnes that have been 
designed for the summer season 
and we certainly would like you 
to see them. The selection is 
more varied and the designs and 
colorings more delightful than we 
have ever seen before and al- 
though we have a large quantity 
of each pattern, we urge early 
shopping to avoid disappointment 
should you need cretonnes at these 
moderate costs per yard. 


Show Card Wordings 


Just short little selling phrases with a timely ring to them 
that might appeal to your shoppers when set forth in attractive 


show cards around the store: 


Variety Is the Spice of Summer Dress Modes. 
Graduation Frocks to Delight Miss 1922. 
Summery Apparel for Decoration Day. 

Cool Looking Suits with a Summery Smartness. 
Furs That Are Class for This Season. 

Men’s Oxfords for the Approaching “Switch Days.” 
Top Coats With That Jaunty Swing. 

Those Comfortable Soft Collars for Warm Weather Wear. 
Silk Hose Reinforced Where the Wear Comes. 
Boys’ Suits Built for Style and Comfort. 

A Good Golf Sweater for Utility and Style. 
Here’s a Host of Women’s Summery Neckwear. 
Luggage That Will Stand the Bangs of Travel. 
Children’s Dresses for That May Day Party. 
Rubbers Spell “Safety First’? on Wet Days. 
Yes—These Are New Ideas in Belts. 

“Hurt” Is Eliminated in These New Oxfords. 
Knitted Wear Is Popular in Women’s Attire. 
Dresses for ‘Morning, Noon and Night” Wear. 
Harness the Air With These Radio Sets. 

Men’s Neckwear in Highly Seasoned Colors. 


A Timely Offering 
of Real Grass Rugs 


Right in time to help transform 
your porch into a veritable sum- 
mer resort—comes this big sale of 
imported Japanese grass rugs—in 
various sizes, green and brown 
with plain band or Grecian Key 
border. Especially neat, econom- 
ical and sanitary for bedrooms, 
dens and summer cottages. 


These Are the New 
Dainty Summer Frocks 


Such a collection of frocks as 
this is bound to evoke the enthu- 
siasm of women and misses for 
such exquisite creations which 
typify the unmatchable handiwork 
and artistic originality of the old 
and new world fashion creators. 
And the prices you will find most 
reasonable. 


Here’s Another One of Those Letters 


Read it carefully and then revise it just enough to make it 


adaptable to your own mailing list. 


It’s short to the point, and 


tells its own story of how you are ready to serve your customers’ 


needs. 


Dear Madam: 
Summer is coming—s%on. 


Every passing hour brings closer 


the long, bright days of sunshine and flowers. 
And every day brings nearer the need of cool, airy apparel 
that makes for comfort and a pleasing appearance on every 


summer occasion. 


The beautiful early arrivals in our store show, in both styles 
and fabrics, the favored fashions of the coming season. 

We are certain you’ll welcome this invitation to view thesé 
complete, early, summer displays, because of the style sugges- 
tions and worth-while economies which ‘they reveal. 

We will expect you soon—come view these fashions as our 


guest. 


Decoration Day Calls 
for White Footwear 


In fact, She must have it—one 
cannot go on a summer holiday 
without summer clothes — and 
shoes are part of the picture. 
Women and misses can be quickly 
and comfortably fitted with white 
shoes at this store—and you will 
find the prices very reasonable, 


too. 
Bs dah 7 


A Special Display 
of Babies’ Coats 

Wise mothers know it is pru- 
dent to provide baby’s new ward- 
robe when every need can be met 
with such genuine economy. Just 
the smartest sort of baby coat 
styles, doubly emphasized by 
charming materials and careful 
workmanship. 


Yours very truly, 


(Store name here.) 


The Deadline in 
Men’s Wearables 


Decoration Day is the deadline 
which men’s winter clothes can- 
not pass. Some men are still wear- 
ing theirs—but they cannot wear 
them on Decoration Day and feel 
right in the holiday crowd. Here’s 
your opportunity to come out in 
cool clothes at very small cost. 


99 ae® 


These Are the New 
Knitted Silk Petticoats 


Fashioned to conform to the 
new modes in outer apparel, these 
new knitted petticoats aid greatly 
in attaining the correct silhouette. 
Plain shades and heather mix- 
tures are predominant in this 
premier offering. 


A Special May Sale 
of Dressmakers’ Supplies 


Our regular prices have been 
readjusted to conform with the 
lowest current levels, and for this 
sale we have made additional re- 
ductions. Besides the items quoted 
below, there are dozens of others 
too numerous to mention — of 
equally low price. Take advan- 
tage of this sale while your sum- 
mer dressmaking is uppermost in 
your mind. 

rien 


Now Is the Right Time 
to Think of Fur Storage 


The splendid facilities* of our 
fur storage department are at 
your disposal and we would sug- 
gest that you consult us before 
the rush sets in. .Furs are too val- 
uable these days to run the risk of 
deterioration. When stored by us 
they are assured of correct treat- 
ment at the hands of experts—and 
the charges are really very mod- 


erate. 
+ 0284 


Bargains Tonight in 
the After Supper Sale 


It will pay you to have supper 
a bit earlier than usual tonight in 
order to get first choice of these 
splendid values. The offerings are 
of needfuls—just the things you 
would have to buy anyway and 
here they are at sale prices that 
give you an opportunity to save. 


0359 009 


Lovely Silk Hosiery 
to Match Your Costumes 


Not alone in coloring and de- 
sign but in the actual weave is the 
new hosiery different. Here you 
will find a showing in which 
quality and style are equally con- 
sidered. It comprises the latest 
novelty effects as well as the 
staple blacks and whites in all 
sizes at unusually attractive prices. 


4 + ¢ 


Some Charming New 
Neckwear Conceptions 


A bit of white—not always all 
white, however—for sports styles 
in a “riot” of colors are favored 
too this spring and summer— 
greatly accentuates the charm of 
a tailored suit or frock. And here 
are all the popular styles in a most 
interesting display. 


ste? 


Milady’s Tailored Hats 
Direct from England 


These have just arrived and are 
instantly appealing. They have 
the easy nonchalant lines and dis- 
tinctive smartness always to be 
found in English hats of this type. 
They are here in exquisite tones 
of soft colors and charmingly 
ribbon trimmed models. 


$509.74 
These Are the New 


Gloves for Summer 


The final touch of refined ele- 
gance to a smart costume is prob- 
ably your gloves. Many a season 
has come and gone since we have 
seen glove styles 
so charming. The 
variety is so great 
that we must in- 
vite you to in- 
spect them instead 
of trying to de- 
scribe them here. 


i Z 


i" Pca UW 


UT rn 


Advertising Ideas 


AND SALES PLANS FOR 


th iN 
Ns 
aN | 


TUT tw il 
Hash oo EY 3 
ty 


PAS Te 


JUNE 


These Suggestions Will Give Your Head Engine 
a Start When It’s About to Stall 


Tubbed and Scrubbed 


V. J. Obenauer, advertising manager for 
the Denecke Company of Cedar Rapids, 
Iowa, put new life into the annual Wash 
Dress Week by engaging two young soci- 
ety women in town to actually tub, scrub 
and iron wash-dresses in the window where 
an entire laundry had been installed—com- 
plete from a demonstration type glass-front 
electric washer to new style electric irons. 
While the washer did its job, the black 
dominoed young ladies rinsed the dresses, 
hung them up to dry and then ironed them. 
Of course, proper advertising announced 
the hours of demonstration and teaser ads 
made the public curious to find out the 
identity of the masked women. Street 
crowds and store sales—well, Mr. Obenauer 
can tell you about some new arithmetic he’s 
learned. 


Starting at Birth 


One of the most attractive, progressive 
and probably profitable Infants’ Depart- 
ments is that of the Joseph Horne Co. in 
Pittsburgh, Pa., which is presided over by 
Miss Ann McCormick, who has some ideas 
of her own on the subject of running an in- 
fants’ shop—here’s one of the things she 
does which proves that she “knows how.” 
She keeps a close contact with the various 
maternity hospitals and maternity wards of 
general hospitals, besides cultivating an ac- 
quaintance with the city’s physicians who 
specialize in obstetrical cases. When a 
prospective mother comes into the depart- 
ment, unless she brings her list of things 
needed with her, the salesperson is care- 
fully trained to ask what doctor has the 
case and immediately is able to recommend 
the special types of baby garments which 
she knows this doctor prefers. From then 
on, don’t you see how the idea works out— 
Mother is a booster for that kind of service 
ever afterward. 


* * * ie 


Some Boat Ride 


Out in Quincy, IIl., one of the larger 
stores certainly advertised a sale on a big, 
novel scale that will long 
be remembered because of 
the “joy ride” they gave to 
each customer —a “sail” to 
the “sale.” They chartered 


a large steamer and set sail on a personally 
conducted “shopping excursion.” Some- 
thing over 2,000 people got aboard the 
steamer at the various towns along the 
route and were not only landed safely but 
were deported to their homes after they 
made their purchases in the store. The 
excursion, as well as the sale, was pro- 
nounced a great success by all. 


A May Day Party 


The Duffy-Powers Co., Rochester, N. Y., 
worked up a real May Day Party for moth- 
ers and children by sending out a neatly 
printed invitation addressed to both parent 
and child which had an air of exclusive- 
ness, yet really invited everyone who heard 
of it. The party was held on the floor 
which is devoted to the interests of chil- 
dren’s merchandise. Story telling, dancing, 
games and souvenirs made the affair a great 
success—and although all the children’s de- 
partments were doing well before the party 
was held, you ought to hear the total fig- 
ures now. De aire Je 


“Circulating” Clerks 


Here’s an idea where the first salesper- 
son approached accompanies the customer 
through the store on a shopping tour and 
the Swan Department Store of Elgin, IIl., 
finds it so profitable that they make a spe- 
cial effort to employ what they term “cir- 
culating clerks.” The plan is to permit the 
clerk who first waits on a customer to ac- 
company that customer into other depart- 
ments and return to her own counter only 
when the customer has completed her 
rounds and purchases. While “circulating” 
outside her own department, the clerk does 
not actually wait on the customer, but in- 
troduces her to one of the clerks in the vis- 
ited department, seeing that her wants are 
properly filled, making tactful suggestions 
and acting in general as an assistant or con- 
sultant to the customer rather than as a 
seller. And we understand that the patrons 
of the Swan store rather enjoy and appre- 
ciate this unique service, which they find 
of real helpfulness. 

* 


A Letter Contest 


Another one of those old ideas that 
works, especially when it is properly han- 


dled and not used too often. The New York 
Store of Los Angeles, Cal., launched their 
letter writing contest and gave it a real 
merchandising twist by inviting those who 
intended to enter the contest to pay the 
store a visit so as to get the proper view- 
point before writing their letters on the 
subject of “Why I believe my money goes 
farther at the New York Store.” The con- 
test lasted for two weeks and a committee 
composed of the advertising managers of 
the Los Angeles newspapers selected the 
winners. After the prizes were distributed, 
the letters were used to excellent advan- 
tage in newspaper ads, as package stuff- 
ers, envelope inserts and store editorials 
painted on window display cards. Try one 
and let the school children compete, too. 


* 
i 


Right in the Swim 


The Goodman, Goldbaum & Getz De- 
partment Store of Benton Harbor, Mich., 
sure did start something when they went 
to work on their Bathing Club plan to 
stimulate the sale of bathing suits in their 
famed summer resort town. They started 
the Bathing Club under the auspices of a 
young woman who was a noted swimmer of 
local prominence. Enrollment of mem- 
bers began immediately under the guid- 
ance of this leader and by early summer 
over one hundred members had joined and 
were being instructed in swimming, diving 
and “stunt” work under the supervision of 
the charming young instructor—men, take 
notice. The only stipulation was that each 
member had to purchase their bathing suit 
from the firm. 


* * * * 


Demonstrating Veils 


Livingston Brothers Store, San Fran- 
cisco, stimulated great interest in its veil- 
ing department by having girls behind the 
counter wear trim black hats draped with 
narrow chantilly lace veils. This “stunt” 
was inaugurated on the Saturday before 
Easter, with the result that the total sales 
for that important day were greatly aug- 
mented. 

Not only the black lace veiling novel- 
ties were eagerly taken, but interest in 
various types of draped veils and veilings 
by the yard soared to new heights, 


LANSBURGH & BROTHER 


I hal Fone ts (olbag What Do You Really Do? 
wg | 


SEITE 


Lansburgh & Brother, 
Washington, D. C.—This 
ad interests women in 
out-of-doors outer appar- 
el. It tells them things 
they already know and 
gives them new ideas 
about sports wear. If 
your store published it 
Wednesday evening you 
would meet women the 
next morning who had de- 
cided to want some of the 
items described. If you 
try you can, as saleswo- 
men, actually reflect what 
the ad looked like to the 
readers the evening be- 
fore. All you need to do 
is read the ad, study the 
descriptions, especially 
those of goods in your 
section or department, 
and then try to think of 
the items as things wo- 
men are going to want. 

Every store runs ads 
like this one—yours does. 
Watch and you'll see. 


The Lion Store, Toledo, Ohio.—This ad is written especially to interest brides. 
It interests them in all the special things that make up a bride’s outfit. But many 
women, young and old, who are not preparing for marriage will be interested in 


the items described. 


Also, they will visit other parts of the store than those where the bride’s goods 
are on display. This is a June ad, a seasonal story about seasonable goods. When 
you read one like it published by the store where you are employed, try to feel that 


you helped write the ad. 


When a prospective bride comes in, act as though you had expected her. Do not 
act like she had never heard of your store nor you of her. 

That is what the ad was intended to do: Put you, asa salesperson, and the bride 
in touch with one another so far as bride’s merchandise is concerned. An ad like 
this does two things for the bride: Makes her want certain items and makes her 
want to buy them at your store. Don’t let the bride come in and 
meet a stranger. Be ready to think with her, to suggest, advise, to 
be enthusiastic and to be helpful. She expects these things, espe- 
cially after reading your store ad. She will buy more if she feels 
that she is talking with some one who has heard of her. You have 
heard of her and she of you, through the ad. Isn’t it so? 

Your store has the same opportunity with brides as the store 
had which published this particular ad. Every town has brides in 
it and every store can sell them a lot of goods. Yours can. 


ADVERTISING IDEAS 


When You Serve the Customer Who Has 
Read Your Store’s Advertisement 


These Three Store Pages Interest People in Three Special 
Ways Just as They Would if Your Store Had Published Them 


Think this over before you say it does not apply to you. Study these three interesting 
ads and ask yourself where they leave off and you begin if a customer says, “Show me 
some of the hats you advertised in last night’s paper.” It may be hats, charming frocks, 

i automobile veils, a wedding gown, or anything in any of these ads. 
F But suppose it was a five dollar hat. There is one described in one of these ads. You 
f would just show her the hats, of course. But she might have asked you to if they had not 
appeared in the ad. How would you show her the one that was advertised? Could you 
pick up where the printed salesperson left off and the flesh-and-blood one begins? 
Yes, if you really know what the ad said about the hat. Wo, if you do not know. 
Your store advertising man really opens your sales for you. He tells a hundred wo- 
men in town what you will offer to sell them when they enter the store. The women read 
| the ad, come to the department and tell you what they want to see. It is at this point that 
you back up the store ad or act as though none had been published. 
t Which do you do? And if you back up the ad do you do it the way the adman backed 
up the goods? This is a simple question but a rather serious one for your department. 


| Every salesperson in a store that advertises is a part of every ad the store publishes. 
i 
a 


The H. P. Wasson & Co., Indianapolis, Ind. 
—Here is the kind of advertisement which 
brings people into several departments of the 
store. Your store has this kind of ads almost 
every day. You can help increase the pulling 
power of this kind of advertising by constant- 
ly reading your store’s ads and trying to think 
up ways to meet the customer on her own 
ground. She got her ideas from the ad. Why 
not get yours from it? It was written to link 
you and your department with customers who 
need and want the things you sell. 

This is a seasonal ad. Everything in it 
fits a special need of hundreds of people, wo- 
men mostly. It is a fine sensible invitation 
to people to come in and be served in a cheer- 
ful, intelligent way. The ad cannot sell goods 
but you can. You can do it well if you try 
to get into your mind why the adman wrote 
what he did about the goods in your depart- 
ment. When you read an ad like this do not 
think of the adman as having written it. Think 
of your customers as having read it. They 
do tead ads and remember what they read. 

You are a part of this ad—one like it which 
your own store published only a few days ago 
—and your customers think you read it. Did 
you? Do you always? You will sell more 
goods if you do read what your adman writes. 


FS EE OR RETA 


Se Tee 


‘uuice Adventures 
to Be a June Bride 


Looking Underneath 
We Find--- 


In the Depths 

of the Black Box 
In Gown of White ro the hema Use phigh 
She Pledges Her Troth 


Something 
Must Be A foot! 


—— = 
HP. WASSON & COMPANY Sw i Poe a ne Scan Frinied Pasar ab Wusow's en oe a Ha Rae _ 2. WASSON & COMPANY 


The Story of the 
‘Fhree Bridesmaids 


20% 


An Eves Shipment ‘From New York Voseniey Moke Possible a 


Sale of New  aanee SUITS| 


About 200 in the Purchase—the NEW Long Straight [> inact, Ce = 
Tailored Models Made from a Very Superior ‘ od eae 
Quality of NAVY Tricotine 


Aton Fler Electr isipe the Bride ie 
Golden Tresses i 2 


barees 


Bi TOMORROW MONDAY Styles for Misses—for Women—to fit every 


A Very Unusual Selection! 


ares 


‘A Sensational Sale 


‘New Summer HATS | 


An Event That Stirs the Imagination! 
‘he Groans Mitnery Merchandising Brew im Wissen Musee. 


outdn’t mpletel Her: ¢ » not filled 
Wouscbold binte!”-cord her kitehew sein cleeteseal howise 


wae ee = Th 
THE LION STORE 


TOMORROW —MONDAY—SECOND, FLOOR 


May Sie a F URS | 


and 


—Ff 


[A PURCHASE OF 1,000 HATS 
SPORTS HATS 


SUPERB STYLES 


COR ia So 


poe —Monday—All om Sale Third Floor—650 


Ee 


Toc ES 


a Charaing “FROCKS le 


5.000 wat 
“Hope” Muslin | | 


iq 
HG 
fi | 


| i eel | 


For Afternoon, Semi-Formal, 


ALD Woe RoTel SING? ‘I D°ESA'S 


This Advertisement Does Five Valuable 
Things Once a Month 


Three of the Points Are in the Customer’s Favor; Two in 
the Store’s Favor and All Five Points Help General Business 


By Guy Hubbart 


Readers of this page will have to look by giving monthly examples of what these the ad itself. The ad simply visualizes the 
twice at the reproduced ad before discover- two sums will buy. It helps customers  store’s efforts to interest its customers. 
ing that it is a splendid ad—an ad with a Measure in their own minds the store’s The Big Point 


big idea in it and behind it. value at other prices, other than 25 and 50 F 
aA retail advertisement is three things in- Cent prices. It helps the public to placereal | Department stores are constantly striv- 
stead of one. First, it is a form of rinted value on the serviceability of the store. ing to eliminate the profit-killing, prestige- 
matter made up of ideas, words ane paper It helps the store centralize low-price lowering cut-price sale. Many of them have 
Li ’ 


values into one day a month without re- succeeded in one or two ways, but are con- 
sorting to extravagant claims and compar-_ stantly on the lookout for other ways. This 
ative prices. It helps the store identify its ad shows another way. Instead of running 
buying ability on certain types of merchan- one more cut-price event, the store estab- 
dise. lished a monthly feature of items at a low 
merchandise in the store and the needs of No ad of this kind can be separated price range. Customers will buy just as 
customers. Any ad stands for these three from the event which it heralds. The much other goods during the month as ever 
things. The one reproduced here has all policy of offering 25 cent and 50 cent items and will buy more when this feature ap- 


the characteristics described above. It is once a month is much more important than pears. 
not so very wonderful looking, not . 
artistic or unique in any way. It is | EET RES MART LOT ACCA 


not written in an unusual or espe- z / TOMORROW! TOMORROW! . 


cially brilliant style. But it is an —1 Day Onl 
: —1 Day Only! Friday—1 Day Only! 
unusual ad in one very important Fri nah ee Be 2 rae MA DOORS OPEN AT 8:30 A. M. 


way. It shows that the store— 

Mayer Livingston & Co., Blooming- 

ton, Ill.—is studying conditions and 

trying in a constructive way to 

meet them in terms of the custom- 

ers’ needs. Many stores are doing 

the same, but none has thought of a : 

better idea than the one reflected in E 

this ad. f 

Mayer Livingston & Co. run this a 

kind of ad once a month for one 

day only. They get a certain kind : ce 

of result. Here it is in the store’s ‘ rsa he 
2 
= 
B 
. 


and pictures. Second, it is a message with 
a thought in it from the store to the public. 
Third, it is evidence of a policy which the 
store is back of but which is influenced by 


These Bargains 
for Friday 
Only! 


Come Early! 
Remember No 
Phone, Mail or 
C. 0. D. Orders 
* On Sale Items! 


Percales 
3 Yards 
50c 


1000 yards Percale at 
this low price. Full 
rard wide, good grade 
ht and dark colors, 
for aprons and house 
dresses. 


Bloomington sweet corn 
12% grade 50s 


Every Item Advertised 


Is An Extraordinary Bargain! 
All of Central Illinois is Invited to this Sale! 


Howk's Country Gentle 
maa meas Corn, 3 
cas .. 50c 


own words: “ proved very suc- Frosh wveat coco. Bg 
cessful in bringing out a large num- 


Najce se guarap- 
teed, 3 tall cans... 20C 


Waller Baker's chocolats 
3 


Ribbons for trimming, light 
colored twoedge ribbon, in 


eabees costa teases Os 


ber of satisfied customers.” 


MAHA AHA AR ih ldihiehl 


é (9 
‘4 . Be Gilt Edge Hunting Boys’ Play Suits PERF ME 0. oO —— shai _ 25c 
Excellent Perk ea Ble 35¢ Playing Cards = corer conte, bak errhp vehicle = Lone fast color 
“pre w a White ite Rose, Lily of Valle: checks and plaids, 27 an 
It is difficult to imagine anything Happy Hoursre O56 3 Decks 50c ee Re Be || eee Ble ff ws ae we, ay ot ay 52 toches wide, 109 DF 6 
Armour's Ty Shirting, check 
more desirable to any store than a tr tenes. 258 SSS SSS SS = . ortega oat Se = 
robiretor me 10-in. 1 rm ] Br k ee ee 
large number of satisfied customers. nae henna! eeraiey) | || rexcane noncatow arzoxs | $1 Stationery 50c |) > ruuswic pene oe os 
kind 2% ‘ R d = rad aka ig\ pen 4 Phonograph (he' Loam casen 42x 
It is gratifying when an ad appear- mente saci hes ecord |. tera vals 9 $135, ee ein ae ek grap eat Oe 
ora Genes Oc New Earrings for Spring, Bp “BLOOMINGTON, - ILLINOIS," Records To Ratine, yard wide, for 
aivasbeser eee Se value. Choice, pair...... “MELROSE CORNERED NOTE"? scupirs and ticenoescita 
ing only once a month will bring ge eh Albums |) xes'sstioer to ese, gy Hemrtitched Liner Stationery, ihe 
Fresh corn mel, OBE $1.50 value. Choice, each. c Figs Bons ponies 50c Odd Lots Sse Dress Gtaghamm, tmport- 
them. Of course the store adver- tires Oe cee go at | Cull Links, goa tle; 61.50 BA PERFUME, too ONE-HALF Of |] Cys acerca eae 
6 pounde..?........ ee lie fo tars tte PY is, Bi o1ce oO wide, for porch" 
ft Coll: cE] Azures, Mavis, Blue Orchid, La 
tises regularly during the month, ic serduen in” 96 ' age he ted a pewter ste | | mts 350 drenen yards» 9OC 
rrr Longerie Clasps; 750 value. ipover ws Cc Fragrant Toilet Water, 
but this kind they run once a month. — Ghote peters arene BOC |) ff dows. acsccesseensseee Regd cia ogee S0t. | Records ; 
Baby Pins; 7c value, 50: $1.00 pink or white * Bovelope $1.00 Double Notions 
| Choice, pair..........0002 . WUC 50c and ends....... * 
ubway: Neco ERR Spat 80s Lastrite Mas #for 25c 
Why the Ad Is Reproduced Largo 10c size SANITARY ee “RITE RITE PENCILS 98c Sateen Sport'Bloomers, pc } § HRs ante ce gieapreanennese or 
cFepe tissue taiot 96 6 ag! An automatic pencil, using Everg| || || purl, ereeu or navy........ sie tari , 5c eee 
. ad sharp leads. Cae Children’s black br white Sa- 500 Imported Toilet Soaps, noe 
This ad is not reproduced here Bor see Tine, BEY Bargains in 3. Ie Saat Doce, ait ne aie | Steet Tele Beno, 2 Rote Rik Rack, ame 
3 cans (Limit 3 cans) = « z 3 Cards 1p Fasteners. 
Rite Rite loads fit Eversharp, 
because of its appearance, layout or ax eon sme veh | Mien Folks || 8s, 00 tt, Bene nam 
grade, gloss black enameled iat a pack Corsets ress oods 4 Cellulolé Har Pins 
for wire and pencils, ac. 2 Boxes Cellulol 
type display but because it is an ex- Bae nesses de Wear : ~ "e PLATDS 3 ards 10€ Stor Pio, 
Yorrys: Gusta eed; pares Pansy Beads) ailleslsee aa pie Assorted brocades and coutils, i For Children Dresses, assorted | 5s", atom Hal’ Nots 
] f hi ine Ferry seeds, splondid medium and topless models, patterns and color: 
amp e Oo somet ing constructive in varloty 3 F 2c xe tect p Rapti Union a Dopeley mee with 50c sizes 20 to 28, values to $2. AO tN ise 8, 50c 3 Single Mosh Hair Nets 
packages pe.eene-e E | Suits, closed crotch, elastic assels, 75¢ value..........2. 1 eee C0 ay re eee nL Rilo nen rc MADRS Tle werd ck Secs Ae 
retail selling. It merchandises a wack cerem ira Shas stretch, sees Be ta Ue, at. DUC te wi tea tl ie. OC | i | Satine, 40Jnehes wide abe =p a rT 
‘ : with tassel, $1 value... ° 
ee 2c MEN'S HOSIERY Wilson Bros. oe SILVERWARE SPECIALS BUST CONFINERS Wl ope swinkes's Goid Cream,” OF p value, sale price, yard o # 50c Curtain 
set of items at prices between cer- ete high epliced heel and all qe de. |) Sear Shel, Values to S96. Front or back Ory |} |} 2 tubes. |) exe ease Plena Satin, a F 
d fae eolif alcool for preset | sirable colors; big value 50c Paater alts recearapeseas 50 FAMRI DG sigs tha besa yard wide, for this sale “Oc Voiles 25c 
tain price ranges—25 cents and 50 pars 260) a eee natn es sissag SO | | ease 50c For the Be Bon Be ete co aati | Bes ied Serie 
aaa Men’s Knit Four-in-Hand Ties, in Baby Spoons, curved handle, Ff}q || || Belts.......sereereeeeneneee fine Volley tn checks 
ial ts t, halt r wide, assorted pl 1 . tor mi 
cents. tan tear eral wats] 8 feat assortment of pring Bf} |} Se values. ....cs-assassase 850 Broe Boys’ Play Suits, Rompers, Wash || priced special, yard only.” OUG | | sticcer?*tutina yor 
° ° Conran) alla df ame nee sate Wetvalis. oe ee Confiner: Suits of odd lots, values to 50c 58 Silk Mixed Foundation Silk, 
Careful study of the ad will dis- 9 | *.. BO esas meatal fe Bute Rate cod Beste” BG 4 | acaseates cs Tage Gage 1s cecal te woul) etenatat watt, oaraes 0) DUC 
a . ° Dish Pans largo slzo grey | ¢¢ biyia, salons to $1 goat ic Shell... dren, 3 for 1 eset 
: , YRENGH IVORY SPECIALS mixtures, values to $1.00, ALL-WOOL CHALLIES si 
closé a remarkable list of items from , ¢ | Men's Hosiery, of short lots, in |] Manicure pieces — files,” cuticle Baby Hoods of India linen or * De BO Rha a orci - ue New showing | All-wool oo Be soap ipebsencet 
b4 ® be lisle and fibre silk; all wanted knives, bet perfum "he organdie and dotted Swiss. . hildren's i an jark colors, for Chiltren’s Hose for boys 
J, Hats, | t it t iS dresses, 1% yard... c 
many departments and each item is fad too wat tae wits | OOS Values to 786, ORE shoe horns, ete 5Oc |} |) cuitarca’s white piqve and fe |} tect trom, wt only BOc | Sparse Sin! Serkise “now | snestti then ment, at 
Gedy hariiiog (Bae? Blip hoe og cea ae ema tee an aa ce eae a ns oe ARE, cotton gabardine Tul ats. . Boys’ Nainsook Ualon Suits, hoice st tt just ribbed, all 
priced either at 25 cents or at 50 B06 | sas carey Peg nd nr | Bese Beil Fri ny Hyp |] cton nbn Bie Sign Gai i Hp | Shee neguiormy Se Be | Ses" Bg 
" Com! Baby Vanta Vests and Bands, ea 
N h h frade io epalph ope 400 ui asi scouteise ald 25e values to 85¢ 50c Boys’ Silk Knit and Cut Sill 50c 35¢ Mercerized Satine, black only, | omens, Burson Seamless 
rg SE 40c kind, for this day only pbs Soe EE OE T Jues to $1.00, price full yard wide, for linings, 
cents. otice i at t e dress goods eb Hal er 50c Men’s Cotton Hemstitched Hand-  @—=—=—=———_———___ Infants’ Ideal Carriage 50c Boys! “Waists qa sxc Be bloomers, aye sale see va 25c sauaria tee talics 50c 
Floor Patat, rock enamei | kerchiefs, former 10c val- é Padleressachractivtwsaswens sizes, light ang dark colors 33e fine sheer white Dress Flaxon, | Racine, Stocking Feet, al 
department i iz represented, percales, aes ae ts | aes, go at & for..cease.1 °c Women’s White Infants' white Yrory Comb Bp || || BB her inl Col. ole Tie cake yea ere fF DG e | ceaity of wocntne 50c 
OOP epaity= ceria: © | Men's Cotton Packerebiefs, 2 for use: au and Brush Bets.......+++++-. } 8:8 forts tecte ce cp SS AE Me 
notions, men’s wear, jewelry, wall | ee rear eget Em SE itn’ Mead Gos © Op |] | Boe dee Com ata OF || ae wen omens 
B= oven glaze pyrex 75c piste | or 6 Hk. for...........+.. Stockings, pair...........+ l Ors, at ONIY.....200eereee! jood alse iand: heary qaality. & ble 
paper, grocery, boys’ wear, station- 7 mr ee ( Rema Socal to Bg | snes 
= 4 Chote patterns, made with the slip Se HUCK TOWELS Suits, knit waist sults for 
ery, corsets, aprons and offerings | SE Quy band, S0e Kind, at-»-” 20G , sears eee qE Se aaa 
ites vaksorercr: "VOC | Men's Arrow brand Collars, stiff A only Val Laces, narrow width, 
from the basement de partment. ee or soft styles, 200 kind, go 5c Great Sale ce} eet TowsLs ee ine 0c 
Also t d shrub iided amit eg ma tian nia ea | more ee, OE 
ist arse ge | FRUIT TREES and SHRUBS | ** eee 
so trees and shrubs are include Wall Pat Paper |x arte F an OD | Sr Moceaan cisre "| Sir atonte ge 
This kind of advertising does : cbsnles sod expenter... OUG score Borders” or ny Ee | crcanty ant Net Rating 
g een be Men’s Caps, of odd’lots of ot 5 Apple Trees......... Choice Peach Trees.--e-eeesce. 3 for T2yerkind. “29, 0c Ors wale wat “ant rs 
. pots, “caries  vollcasy Ligheh priced ap latees. ie if 58e AND 65¢ RAS SHI ham, valfles to c 
three important : wei conn elaaed We ees bs a ae tot Se paterca, tis onle; gard eniy OOC | ons cotare, 
hi f Oat meal Papors leather it 150 np A) Cherry Trees......... ce Red Snowberry.....:..- = Sie EMBROIDERED TOWELS Collar aad Cult Sets. 0 
= . 0 rr reandio, values 
things for custom- i= Peng beret omie © ll Golden Elder... Cythia vee sececeeven teri” 80) Sir “og 
BS a0c Bedroom papers, ipes | Men’s Cotton Half Hose, odd lots ‘ oa 
ers. It helps them sree es “Be | ct vee oat ge || Lilac Bushes......... Coe Shoe Section tats a oe 
etna 8 sulleans 43> 1) eter a Sk C || Honeysuckle ......... Currant Bushes...... oe ection | oi 50c 
: = : 
to get the most ben- = tye tone... 506 Men's Balbriggan “Shirts and |! Snowball Bushes..... Syringaseteneeiash. 10 Liquid Paste or Polish, OFip Ss vag ed hatan, 
= ite figured papers Drawers—shirts either Jong or S : P ‘ ; 5 black, brown or white, : ven striped, 27 inches 
efit out of small ex- a tcheo 9d rooms te short eves, ap speaially: ~ 0c peau peLTy Plante. casi ccesss 2) for. 25e° |) Tris Plants, vosee nics sagen esses 6 for 25¢ 250 Shoe Polishes, At 50c Sie, tor walats ant OF 


penditures for goods 


LA 


MUON UWA nT NHI HM i HMA 


HD Wu AM 


Hundred Words of General Description— 


A.D V GAR Tel Se NiG 


IDEAS 


Here Is a Page Full of the Best of Both 


By Arthur Sinsheimer 


Everything’s Ready 
For Bathing Time 


“Come on in, the water’s fine” 
—that’s what the wild waves will 
soon be saying. The bathing suits, 
caps and accessories are all ready 
now and we invite you to make 
your selections as early as possi- 


ble. 
ek 


A Real Service 
For Stout Women 


Here is a distinct Apparel Ser- 
vice for women with full form 
figures enabling them to secure 
latest styles at moderate cost. 
Special regard ss given, of course, 
to the lines of these garments and 
the results are highly pleasing. 
Models which solve the clothes 
difficulty for stout women. 


BRS, Bi | 


Clever Play Frocks 
For Outdoor Girls 


For the vigorous outdoor activ- 
ities of girls, we have had special- 
ly designed these attractive ging- 
ham dresses which are of sturdy 


character combining ‘smartness, 
good looks and low price. 
4 + 4 


A Special Offer Of 


Women’s Nightgowns 


Pretty enough for the most 
fastidious wearer yet practical and 
greatly under-priced for this 
month-end event. Dainty “night- 
ies” of finest quality crepes, ba- 
tistes and nainsooks with pretty 
lace trimmings. 


4 4 4 


A Timely Sale of 
Smart Silk Frocks 


Here’s the most welcome sale 
of dresses we have had in a long 
time. All of these silk frocks are 
attractively pretty, of splendid 
fabrics and just see these prices. 


ea PE) 


Sporting Goods Items 
Are in Order 


If there’s going to be a picnic 
or any sort of an outdoor affair, 
you can jot it down in your mental 
note-book that its success depends 
on the sporting goods equipment— 
and we have full lines of every- 
thing for outdoor gaming. 


Be | 


A Special Display 
Of Children’s Stockings 


Now for some remarkable val- 
ues in all kinds and varieties of 
children’s stockings—fine, medium 
and heavy ribbed in all sizes and 
colors. Also an assemblage of 
fancy socks for smaller tots. 


00 let 


Sports Apparel 
Of Distinction 


This season’s code of dress for 
sports wear is a fairly exacting 
one to which we have given a lot 
of attention, so that our complete 
line of correct sports apparel 
would be well worth your investi- 
gation before you outfit yourself 
for the summer season, 


An Unvarnished Editorial 


The kind that talks “straight from the shoulder” about your 
store service policy and leaves no doubt in the customer’s 
mind as to the advantages which you offer through methods of 
up-to-date store-keeping. 


Store Service, as we see it, means something more than the exchange 
of money for goods or the delivery of a full round dollar’s worth of 


value for every dollar spent. 


We believe that a store should be alert, keen to please and always 
ready with a pleasant answer. Please feel free to ask questions here 


—we want you to! 


While the variety in stocks should be wide, it should not be so 
simply for the purpose of making the broadness of the showing cover 
up the sin of omission of good values, 


Since the customer always expects newness and novelty, these fea- 
tures will never be conspicuous—by their absence here. 


A store should be willing to receive criticism in a friendly spirit 
because the little faults which others see, we sometimes cannot see 
ourselves. We in this store, are always learning—we do not think 


we “know it all.” 


We believe that the good will of the public is our strongest asset 
and because the character of the service rendered determines the 
amount of good will a store shall have, we try to round out this 
service by doing better today than yesterday and making tomor- 


row better than today. 


New Net Guimpes 
Are Sure To Attract 


Frilled fluffy things that give 
the finishing touch to your cos- 
tume. And there is a note about 
them that you have not seen be- 
fore—the clever placings of a bit 
of lace, the cut of a frill or maybe 
just their general prettiness will 
be sure to attract you at these 
special prices. 


These Are Blossoms From 


A Garden of Frocks 


What delightful picks of warm 
summer do these frocks bring to 
mind—how they make one impa- 
tient for the summer time gaieties 
when they will be worn. It is re- 
freshing just to see this garden of 
frocks in gay organdies, dotted 
swiss, voiles and ginghams at these 
moderate costs. 


June Bride Stuff 


A form of letter that you can send out to a June Bride list—and 
by a little revision, it can also be addressed to high school graduates. 


Dear Madam: 


We beg to extend to you our heartiest congratulations upon your 
forthcoming marriage and to wish you a long life of uninter- 
rupted happiness, health and prosperity. 


And now you will pardon us for pointing out the fact that our 
broad stocks contain just what you will need for your trousseau 
as well as for your home, when you start housekeeping. 


We believe, however, that a real service can be rendered by 
bringing to your attention the fact that this store offers numer- 
ous advantages that you cannot afford to lightly pass by. 
Broadest assortments, highest quality merchandise, lowest prices 
and guaranteed satisfaction with every purchase are a few of 
the notable superiorities possessed by this store. 


We trust to establish a long and pleasant business relationship 
between you and ourselves and hope to soon have the pleasure 


of serving you at our store. 


Respectfully yours, 


(Sign Name Here) 


A Special Display 
Of Children’s Dresses 


Gingham—a table overflowing 
with pretty little gingham dresses 
for the Miss of 2 to 12 years. They 
are in plain colors, plaids and com- 
binations—every one a supreme 
value at this price. 


0) Nt a* 


Why Not a Few 
Of These Slip-Overs? 


No sleeves to get in your way 
—that’s what you will like about 
these happy-go-lucky all-wool Jer- 
sey slipovers in sport colors that 
will be seen way across the links. 
A variety of colors all at a fair 
price. 


Here Are Some 
New Cotton Blouses 


Lovely, fresh, new lingerie 
blouses, some hand made with all 
the care and fineness that can be 
lavished on them. You will pro- 
nounce them “delightful” at this 
price. 


9. Ota 


Dainty White Slippers 
Of Modish Lines 


Just such white footwear as 
this offering will be needed for 
wear with your dainty summer 
frocks. There are many styles to 
select from, with Louis, Cuban and 
flat heels and the prices are as 
follows: 


Now We Come 
To Sports Skirts 


Being only half of a costume— 
the sports skirts in our apparel de- 
partment are almost blazing their 
way into strikingness—determined 
to be the smarter half. They are 
a fascinating group which you 
should see because of their mod- 
erate pricings. 


vp: Via 


Exquisite Baby Things 
For the Summer 


No member of the family re- 
ceives the tender, loving thought 
in the selection of summery things 
to wear that baby does, and for 
those who think as we do about it, 
we trust that you will take this in- 
vitation to view our infants’ de- 
partment and its special offerings 
for this week. 


4 4 4 
Men Must Have 


Belts for Summer 


There is a neat, trim appear- 
ance to the man who wears a good 
belt. It gives a finish to his trous- 
ers—literally “tops” them off in 
the proper manner. Several belts 
are not too many for a man to have 
—in fact he will want more than 
one when he sees this great vari- 
ety at low prices. 


eo 


Early Summer Millinery 
In the Spot Light 


All the soft and bright tints 
that are coming to life among the 
frocks are being mirrored among 
the summer hats. We’d like you 
to see this display at your earliest 
convenience—why not make it to- 
morrow? 

4 4 


Novel Tricolette Scarfs 
For Wear Now 


If you consider there is noth- 
ing smarter to accompany your 
street or sports costume than a 
good looking scarf, then you bet- 
ter take the time to see this spe- 
cial offering which will be fea- 
tured tomorrow—and please note 
the price. 

Pe Meare | 


Now for Some 
Domestic News 


From our Department of Do- 
mestics the following items have 
been assembled and priced for reg- 
ular selling and their value will 
make many friends for this store. 
We want you to feel that you can 
come here at all times and get 
values that will be of money-sav- 
ing worth to you as the following 
list shows. 


Fe 


Dainty and Practical 
New Silk Lingerie 


The soft satins and silks that 
are easily laundered make delight- 
ful things of these envelope 
chemises, petti- 
coats and bodices 
that every woman 
loves to wear 
when they can 
be purchased for 
as little money 
as this. 


yw f 


CMD fl 


ie wi 


Advertising Ideas 


AND SALES 


PLANS FOR 


STS 


34 svd 


ea, 
oS 
| [; nesting 


‘ <i 


| 
JULY | A 


|! 


These Are Good as They Stand But Any Adman 
Is Perfectly Welcome to Improve ‘Them 


Some Lookers 


When the merchandise manager started 
to holler that bathing suits weren’t moving 
fast enough and something had to be done 
to attract attention to the line, the adman 
of the Taft-Lyons Co. of Los Angeles, 
Calif., decided on a plan to jazz things up 
a bit and with the help of the display man- 
ager, put his idea over in great shape. His 
very next ad contained a large announce- 
ment that a display of “Bathing Suits on 
Living Models would be featured in the 
windows of the store all next week.” As 
a result, the street was blocked for the 
whole week and the police had their hands 
full trying to keep traffic moving—and the 
male contingency were reported as the big- 
gest buyers of these women’s bathing suits 
when the sales sheet was made up for the 
week. “It do beat all” what a little extraor- 
dinary publicity will accomplish. 


Aa 
Ed 


Free Sketches 


Bullock’s of Los Angeles have a yearly 
stunt in the way of enticing mothers to 
bring the children around to Toyland and 
the children don’t forget to remind mother 
about it, either. Complimentary shadow 
sketches of all children visiting the chil- 
dren’s floors on Saturday mornings are 
offered and it has become such a popular 
pastime to the hundreds of small tots who 
have taken advantage of this free service 
that it’s nothing to see a line-up on any 
Saturday morning of future customers. An 
art student from some local school could 
easily do this “sketchy” idea for most any 
store that wanted to try the stunt as a 
special feature. Names, addresses, age and 
birthday of each child sketched are placed 
on small index cards for future mail list 
use. 


* * *% * 


Have a Card 


Reminding a customer of a special sales 
event in some other part of the store is a 
new idea which Mandelbaum’s of Des 
Moines, Ia., uses to profitable advantage. 
Small cards are printed and kept handy in 
each department. Then when a sale is on, 
these cards are filled out and handed to a 
customer by the salesperson as a polite re- 
minder of the special event. The wording 
on the card reads: “MAY I ASK YOU— 
to present this card to any salesperson in 


the (skirt) department on the fourth 
floor, who will show you the tweed skirts 
at $3.25 on special sale today? THANK 
YOU!” These cards are then signed by 
the salesperson and the spaces are filled in 
with whatever is on sale for that day. And 
the customers are really flattered to be so 
courteously directed to “good buys.” 


A PRG Free 


W. A. Wieboldt & Co. certainly did a 
crashing business in photographs when 
they advertised “A Photo Free for Baby 
Day.” “We will give absolutely free a 
cabinet picture in a beautiful folder of 
every child under five years of age who is 
accompanied by the mother. No order for 
pictures is necessary and no purchases are 
required to take advantage of this invita- 
tion,” was the statement of the store. And 
even though the announcement meant just 
what it stated, how could any loving mother 
escape the beautiful value-giving displays 
of baby wear that were specially arranged 
for the designated “Baby Day”? 


More Free Lectures 


Free lectures on the art of dressmaking 
were the general order of the day during 
the Spring season which we have just gone 
through, but there’s no reason why you 
can’t use these ideas as stimulators of busi- 
ness when Fall dressmaking days approach 
a few months hence. C. F. Hovey & Co. 
of Boston, Mass., added a touch of interest 
to their free lectures by engaging a Mme. 
Gabrielle Rosiére, who, they announced 
through advance advertising, had studied 
fashions abroad and had also won a 
scholarship in costume designing at the 
New York School of Art. Mme. Rosiére 
gave a series of lectures and practical dem- 
onstrations on all phases of dressmaking 
from the selection of materials right on 
through to adding the finishing touches of 
trimmings and frills. In this way the lec- 
tures gained great prominence among the 
women of Boston and, incidentally, the 
Hovey dressmaking course was more popu- 
lar this season than ever before. 


*k * 


Elmira’s Rest Room 


Here’s the report of another of those co- 
operative rest room ideas which are spring- 
ing up through the concerted efforts of 


local merchants. Fourteen thousand, nine 
hundred and sixty-two people visited the 
rest room which has been established in the 
shopping district of Elmira during the first 
year of its existence, according to the first 
annual report of Ella M. Briggs, who says 
“shoppers from out of town find our room 
a great convenience. They bring their 
packages or have them sent from the stores 
and when the day’s shopping is over, they 
come to the room for a brief rest, collect 
their packages and go on their way home- 
ward fully rested and thankful for the 
service.” 


x 


“Red Arrow Booth” 


The Burgess-Nash Co. of Omaha dis- 
covered a new name for a bargain counter 
by calling it “The Red Arrow Booth.” 
The Booth, which is in the rear of the 
downstairs store, is lighted by red incan- 
descent bulbs, and is announced through- 
out the floor by large red arrows pointing 
in the direction of the booth. The Red 
Arrow Booth is the abode of a daily 
special and is always the center of a crowd 
of eager shoppers who have grown to look 
to it for bargains of special merit. 


%% 


Checker Champs 


A small store in the South used a novel 
bit of window display which helped sales 
and proved a steady drawing card. This 
store is situated in a county seat of about 
5000 people in a rich farm country which 
is fv ll of checker enthusiasts, as are many 
other county districts. The proprietor 
sets in the foreground of one window each 
Monday a checkerboard on which a play- 
ing situation, taken from a checker book, 
is laid out. Attached is the legend, “black 
to move and win” or some other direction 
according to the game. Every day groups 
gathered at the window trying to work out 
the problem and in this way hundreds of 
people saw the goods displayed not only 
in that particular window but also the 
adjoining ones. This little stunt sounds 
like a childish affair but in reality it proves 
a wonderful publicity and 
attention getter wherever 
it has been tried. Grown- 
ups like to figure things 
out, too, and checkers offers 
the opportunity. 


ADVERTISING TODAS 


Wash Fr 
Lowest Pric 
“1 7A 


/ 


The Reductions 
ARE Enormous 
now, BUT— 


ns | 


Vas $29.75] | 
6 


we 


i a DOT AAASAAAA NALD TEAVISSSSELELSS LDS! 


| VOMManghC.  FLWMinarLC WM Maney Ce 


come 6 Sette meer, an os hy 


F Monday, July 11th to Saturday July; 23rd, Inclusive 
| icy great pulp Clearance Sle comes around jst os vepalar as does Summer, bat the sales 
S| et as Bice ah ache ter reaps tytn | 

is not counted te commend this sale—bat low price hacked ap by big valees 
Girls’ Coats and Dresses 


Reduced One-half 


Children's Shoes ai 
Lower Prices 


Watch For This Sign in Ovr “Ads” 
Daring the July Clearance 
It Indicates Something Unusual 
“An Extraerdinary Bargain” 
For One Day Only 


For oer 


| 
Girls’ Dresses Reduced 
One-third 


VAS) SANT TLATAAA VATA AS VEAAVY SEES SUNS SELLS ESSE SS SNELL SS 


To-morrow 


fs uy | 
[eee MONDAY 


Wash Goods 


tees enquene antes mig = 


| 


Linens and Towels 


hoseme rome Se — 


ta 
t 
e 
a 
E 
3 


PRM SUNSET EC CEOL SELES ELISE CESTE ESIC ECOL LIL ELL ee a eet eL Le 
i ae 


eam = Fon Mi stotort way : A Sale of Cotton Fabrics - A Sale of Linings te , 
i on lanufacturers who take this way of converting goods A Sale of Laces - A Sale of Tristings and Embroideri ? | Alt colectinns must be final 
into cash. 7 a ideries fea 
A A Sale of Women's Ready to Wear Garments, | Georgette Dresres, 
—Each day 1s a new sale Visitors find new values waiting Including SUITS - COATS - DRESSES ear 
every moming. SPORTSWEAR - SWEATERS - CAPES - SHOES = | z = 
BLO! . 1 
ary, Seroe ES —Owing to the great demand which attends thu Sale, goods offered are quicfly hear depntenl SLU ETS \ . 
aeaanaie eee Pg ears = [Aeon re - WHIINER'S 
SPECIAL NOTICE! SEE OUR WINDOW’ Di. ve 3 fb offered in their entwely. » ru) t forward. A Sale of Men's Shirts OM Fans SERVANT STO Be, 


Chaps pachen sede ding tb Sale wil be eed Livingston Pitot heparin cir 


= Sotto dome ed bdlad Osha fod = amr 
sot 


Monday moring, at 9 o'clock, the Sale opens! 
Nearly a Month Earlier than We Anticipated---comes 


Ou (reatest [itr Seale 


Presenting Advance Winllr Modes in 
Furs of Finest Quality and Workmanship 


Buy Now and Save 
25% to 35%! 


A week of intensive For Selling begins Monday, ot Livingston's! This is the first great For Offering 
fn eo naw Fur Shop since the completion of the beautiful Livingston Shop last September. 


semeed we fend car Bayer bo market for U 
1 wllng le pice the’ prea! price concemtome 
eras of 


’. Priced for the Sale! 
SQUIRREL COATS HUDSON SEAL COATS 


FRENCH SEAL and" 
CONEY COATS 
oe 


Advertising Ideas Editor 


These ads were possibly not the best of al/ the 
ads that appeared last July but they are used here 
for two reasons—they cover a wide range of your 
own store’s merchandise and they were sent to the 


pages are being carefully read and studied. 


Here’s How July Looked in Nine Stores 


These advertisements suggest needs which stores are called upon 


to supply year after year—they opened the way for midsummer 
salesmanship. 


Here are replicas of July advertisements which appeared in nine stores last year. 
They are mostly devoted to clearance or allied events and specialized selling 
events. Each is noticeably good considering the general run of clearance adver- 
tising, and doubtless each brought in some extra business. 

If the salesmanship—the individual effort of each member of the selling staff— 
was up to the standard of these ads, business was pretty good. It requires even bet- 
ter work to respond to midsummer advertising appeal than to the regular run of 
store publicity. 

People need goods but are not inclined to try hard to get them in hot weather. 
It would be interesting and profitable if a salesperson studied these ads and tried to 
solve for himself or herself how she would respond to the customers brought into 
the store by each one of the ads. The purpose of each of these nine ads is the same 
pe: y —to stimulate interest in specialized offerings of goods and values. And customers 

‘0 in each instance entered the store in a certain frame of mind. How did the sales- 

i people react to the wants of their customers? Look at the nine ads, their arrange- 

ment, type, captions, items and values and their special appeals and then answer the 

question for yourself in terms of your own store, For your store will surely run 

some ads in July similar to one or more of these. And the results in extra business 

will depend a great deal on how accurately you, as salespeople, sell like the ad reads 
and looks to customers. 

Salespeople do not always look at their store ads in this light but it’s a good 
light. These are all ads from progressive stores. Your ads may be better or not so 
good but you can still link good selling to the part of the ad which represents 
your department or section. 


at ; Everybody Trades At Robinson's During July 
ya Sd 
_ v A oe AR 
‘Goon FOOTWEAR . “aN ey } ron fof tk Seth 
: 537-529 Sa. Broedway qf he Tio f 2 Monday Promptly 
uth 1 i Py hh eee 4 : e 335-637 3. BROADWAY 


co) every 


Seasonable Garment 


a 


IW Robinson Co. 


Seventh and Grand 


July Clearance 


19% #247 
1345 *5 5% 
he values are trem- 
Se ually nd Sila 


—The Great Yearly Sale of J. W Robinson Co. will be- —THIS WORD IS SENT OUT TO NOTIFY THE 
gin on Tuesday, July 5th, and will continue throughout the CITY AND THE SURROUNDING COUNTRY THAT 
remainder of the month. THE SALE WILL TAKE PLACE 


—The widely known Event 1s called the July Clearance —Broadsdes in The Times, The Express and The Record on | : 
It is this Sale which has led to the well known saying: “When Monday. will give further particulars. 


Robinson's have a Sale it ts a Sale oT fascial sll rartstcl pesaee Mm  eenianets race 


—EVERYBODY KNOWS EVERYBODY GOES attend the Sale EVERY DAY ave Supreme .. - ae 
—Th s "s Because of the swiftly moving character of the Sale but few detail All Seasonable Gorments Must Go 
Bonne ae le Reta Fey Cheacanan erase ee pe el ae ee ee oe eae eee cosanney otc 


give 
the Sale will include 


A Sale of Silks « A Sale of Wool Goods 


_—From Robinson's Regular Stocks Monday Morning 


Promptly at 9 A M 


Aah ‘ 
vi —This Year's Sale will be greater than any previous one A Sale of Boys’ Clothing 
eas —More goods will be offered A Sale of Hankerchiefs 


5 Sales on: Ki . Beaded 
—Prices will be further below the normal levels Womac'e Athlete Unies Sei, 


Annual July Sale of 


Men's 


—This July Clearance will be the means of distributing hundreds Women’s Neckwear S h i Lele S 
of thousands of dollars in the form of useful goods at lowered —Sales in other departments will be announced from tume to time. 
prices 


WILL START TOMORROW. 


J. W_ ROBINSON CO. 
Lhis Store Closes All Day Saturdays During July and August 
i ) % 


Woe teat TMs Mate 


rd from beret Y war 
T LEAST ONE- 
end immediate 


$1.15] [$1.55] [81.85] 4 
($2.45) [82.95] [$3.45] [$4.45] 
ALSO SPLENDID VALUES UP TO $745 


A Few Suggestions That Will Help to Solve the Prob- & 
lem of Keeping Cool on the Hot Midsummer Days 


And Now for a Dip in the Sheer Voile Dresses se 
Serkan after eoeaen, eater ad sph ay 
Cool, Coot Lake! 1 fees Town wil Ent Orem al st C K WHITNER & ©O 
to mater haw bet aad there ary |_| Pa reck. Fee re Sree Melon ani Cae the 
ews eves te wucoms ous wtih ind ot wen. Thar 
thew Which eens, of Fre the bas that wo guitles af rm Pree Square Ranting, Me 
vaitable Bathing sulf—something enappy, yet Ube Bully, frivolous, feminine styles that arg all KEEP COOL 
ica. Dare on Beced Fleer you wal trouh aed fates ‘And ros ht quay othe 
yoc waits a might make a a eee The Kenney 
‘Tay ure of etaing satan sad ile tal of apap or# sak wave APeens Ye Dad. cok 
sae wry | | ae ‘dnt cr wun vey eves || Wren aac 
serwy vaste merry ts. Won platy | | Soak tare pleasure of wring thew ett ner | np bath wb 
ft thoes ey a woe Second Floor |) cam Fowsh Flow 
Dashing shows you wil tad tt Raat 
Crom Alte, West Ont sf the orwet tbe SS 
‘\anugo alipper with ribbons ths! are crossed over Cool Pretty Blouses elaaed ing 
a apart bow 


Keep-Cool Items for Men| | rvs votsnusetta'asup te aly erent 


Or & jolly white middy like that the gut . 
Bach year ery men are ducovering the tayeen omerng mY yaidy cold — and 
bot weather virtars of aibietic underwear A ‘They we all bere tm Blocae Departesest, : 

sndmasy, many mere Second Fleer 


Whenever your 
store gets out a par- 
ticularly good ad, 
send it to this de- 
partment after it has 
been used in the 
newspaper and we’ll 
give you construc- 
tive comment on it. 


as evidence that these 


APD Ve RETS S I NtGs i D EVA'S 


This Advertisement Is Old But Every Point 
in It Applies to Midsummer Needs of 


Women 


Several People, Men and Women, Were Asked to Give Their Impressions of This 
Advertisement—What They Said Ought to Interest Some Hundreds of Admen and Adwomen 


By Guy Hubbart 


There is always a special reason why an advertisement is reproduced 
on this page. Ordinarily the reason is not apparent in the physical makeup 
of the advertisement. More often an advertisement is commented on in 
the Advertising Ideas monthly feature because an especially good thought 
or idea is contained in the introductory or in some of the section captions. 
Sometimes well written item descriptions or well managed illustration 
decorations are the reason. 

But this advertisement of the O. A. Hale & Company Store, San Jose, 
California, is reproduced here for none of these reasons, although there 
is an idea in the introductory, the captions and descriptions are well 
written and illustrations are exceptionally well managed. 


Something Permanent Is Expressed. 


Due to a certain element in this advertisement, it leaves a permanent 
impression on the mind. That is why it is made the subject of a special 
article in this section of The Dry Goods Economist. 

One of the faults of most retail advertising is the short-lived interest 
it creates in the goods it features. Every adman and department manager 


The Store opens at 9:00 
o'clock and closes at 5:30 


Forty-six Years of Under. 
— sclling in California | CU Aahkrbs Telephone San Jose 338 


» Cotton Dress materials in wondrous variety of 


jn a bewildering whirl of springtime happi ness— 


We invite your in- 
spection of the wash 
fabric displays in all 
of our windows and 
in the extra interior 
space given over to 
this exceedingly 
large and fine vari- 
ely of materials— 
each a harbinger of 
spring. 


this bewitching maze of checks, stripes, plaids ahd plain colors— 


each one seeming snore lovely than Lhe other. 


a Each pattern pies with ils neighbor for first 

0 choice in the hearts of the choosers. and so won 
derful is this great collection of new spring and == 
summer fabrics that one can not be blamed for 
hesilaling in making selections—so charming ts 

cach one. 


Widths are all standard, colors are all fast. 
and the prices—well, the values are so fine, the} 
"| weaves and colors so suited for the playtime of} 
4] spring, that the prices seem very modest, they're} 
so surprisingly low this year. 

And any woman or girl, whd does not have three} 
or more new spring dresses from these beautiful 

fabrics while stocks are fresh, will surely have cause 


At$1.00a Yard 
Imported Dotted Swiss, | |, 
eisupeton English Longe lembrondered, in white 
or teatg - black, blue grounds, with 
arches nbn we lesa TEE dots of all contrasting} | 
& $2.00 a eecce color effects in white and 
Windsor Washanrede!piack, blue and red, blue 
Roe hte a See and white, 27 inches wide, 
pink, blue an aise, i : 
inches wide, 29¢ yd. ay S100; 
Amoskeag Ginghams, in| Imported Swiss Organ- 
all desirable checks -for|/dies, having the permanent 
aprons, 20¢ a yard crispness so much desired, 
all plain colors and white. 


45 inches wide, at $1.00 
At3oca Yard |" 
Ginghams, 27 inches 
_wide, in checks and small At 25¢a Yard 
plaids, plain and blazer 
stripes, fast colors, at| Peggy Cloth, stripes 
B0¢ yd. and plain, suited for chil- 


- 


Gingham’, checks and|dren’s romper suits, 32 Spa 
plaids, all desirable colors,|jgches wide, at 25¢ yd Egyptian Embroidered and 
32 inches wide, at 30¢ yd. Red Seal Ginghams, 1 | Tissue. cs mae y fen 

all desirable co'nrs, plaxin}squares and conventiona 
At 35¢ a Yard only, all fast colors, 27} figures, in Colors of blue, 

Everyday Suiting, stripes) inches wide, at 25¢ yd. | yellow, pink, red, laven- | ae 

and checks, for children’s der and ‘black and. white; match 


Percales, in stripes 


wear, shirts and rompers, spring 


31 inches wide, at 35¢. |checks and figures. goad 32 inches wide, at 85¢ yd The 
J Pah, vanety of light patterns ae uated 
Oxford Cloth Shirtings, 36 inches wide, a' 25¢ yd Imported Zephyr Ging- beads 


for men's shifts, a good es 
vafiety of stripings, 32| Dimities, fine, sheer fab.[0a™ Queen OF Scots 
inches wide, at 3&¢. rics, in plain white or brand, Bs NEIy fine quality, 

Ginghams, fine, sheer|check, stripes und differ- 32 inches wide, at 75¢ yd 
fabrics, in checks, plaids}ent small and medium fig- Ti ae 
avd plain colors, all fast|ured patterns, at 25¢ yd issue Ginghams, cross 
colors, 32 inches wide, at - barred with silk, half-inch 
35¢. White Pajama Cloth,| checks of lavender, green. f 


Voile, plain white, 40/84 osetia inches] brown, blue, black, yellow 
“inches wide, at 35¢. ; pink and red checks and 

Organdie, platn ‘Wwhite,| English Longcloth, of a) stripes. 32 inches wide. 11 
40 inches wide, at 35¢. | very fine guns 36 inches! @5¢ yd 


White Poplin, a fine,|wide, at 25¢ yd 


firm quality, 36 inches White Poplin, splendid 

wide, at 65¢. for rompers, or separate 
. Fruit of the Loom Mus-|¢iiris, 27 inches wide, at 

lin, printed: in stripes— 25¢ yd 

. black and swe: and col- "s 
ors, suitable for men's|-* 7 

shirts, boys’ blouses, house Atgoca Yard 

dresses and bungalow ap- White Flaxon, 36 inches 

rons, at 35¢. * wide, at 4Q¢ yd 


and ra 
inch | 


tassels 


or str. 


latter 


wear 


68¢ a 


To induce early interest in washable dress 
materials, and give immediate reason for 
visiting these departments this week, we are 
gy) placing on sale: 


r Birdie Suitings, all col-| | 
At 50c a Yard org and white, 36 inches,| } 
American Organdies, in|at 40¢ yd~~ 
all good, plain colors, good 
finish, 42 inches wide, at 
50¢ yd 
Shower Voiles, in black. 
old rose, orchid, miaise, 
blue, 36 inches wide, at 
yd 
White Batiste. 36 inches 
wide, at 50¢ yd 


5,000 yards new ginghams and. 
percales, at 124/9¢ .. 


The gingham includes plaids, checks and] 
stripes. in the season's favored colors, color com-} 
binations and designs, good firm, closely woven} 
‘material io amazing variety, and dre 27 inches} 
wide. j 

The percale includes both Jight and dark ef-]§ 
™ Letts, are good, medium count cloth, that will give’ 
«. excellent service, and comprises considerable va > 
baka * riety as to color and design, 36 inches wide. * et 


12.1-2¢ a yard for good quality gmghams and percales is so ridic 


5 


the utmost. 


“DELTOR” which effects actual savings of 


“* Joyeux Printemps 


colors and designs herald “beautiful spring” A 


. . i 
Pinks and blues, greens and lavenders, yellows and »reds—every rainbow color, | 
Each yard of ginghams, voiles and tissues, a beckoning finger, luring women and girls into 


Then sending them out into the joyful, sunny springtime, clothed in dainty, winsome frocks, 


There are combinations 
of jet and sapphire, jet and 
amethyst, black and red, 


blue and red crystals—the 


ing and suitable for spring 


that we miss our guess considerably if these are not all sold in two or three days at 


And for the individual Parisian touch in your finished 
frocks, be sure to choose Butterick patterns—with the 


knows this and fee 


world for doing it. 
fleeting in its effec 


ls it. Some of them even think it is perfectly natural 
and to be expected. They attribute this condition to the fact that the 
public has come to look upon advertisements of a retail store as a thing 
of today only, an appeal to the need of the moment. If customers have 
such an impression, it is difficult to blame anyone but the stores. 

Customers read advertisements because of a real interest in one item 
or many items. Their interest is in the goods advertised. They may ex- 
pect to buy the goods the day the ad runs or the day following. But why 
should anyone think that that ended the interest? Sometimes a suit, coat, 
skirt, hat or pair of gloves are worn for many months after they are 
bought. Household articles are used for years. 

Would it not be better strategy to give each day’s advertising an air of 
permanency? There are many ways to do this and all the reason in the 
An advertisement in its very nature is more or less 


ce 


It is a part of a daily newspaper received, read and 


cast aside. Yet it is possible to put something in the ad which will live 
on after the paper is cast away and forgotten. 
Headline and dateline both pronounce this a mid-winter advertise- 


| Entrances. First, . scond 
j and San Fernando * 


99 


tempting eS 


At 45¢ a Yard 


all good colors, 36 inches 
wide, at 45¢ yd 


White Dotted Swiss, at 
45¢ yd 


White Embroidered 
Voiles, conventional de- 
signs, figures, spots and 
floral designs, all good col- 
ors and designs, including 
blues, geds and pink, 40 
inches wide, at $1.50 yd 


Sheer Undermuslins 
for Spring and 


Ki c 1 Summer Wear 
id < ing Crysta Every item brand new 
Fine Jet Beads |—made of fine quality ma- 


: terials, finished neatly in 
Spring Sport every detail 

an aay Bloomers — of pink or 

the colors Will] witite: muslin and batiste, 

of contrast the N&W) witty straight or scalloped 


dresses, too. ruffles at, knees. edged 
strands are of grad-) with lace, colored stitch 


or different’ s1Z€) ings of- hemstitching ~in 
strung attractively. lyige 

nge from 24 to 30- 
lengths, some with|_ Priced at 65¢, 85¢ and 
or fancys pendants | $1.00. 


Princess Slips—made of 
soft nainsook and muslin, 
with trims of lace and em 
broidery, bodice or built 
up shoulder tops, ribbon 
and self material straps, 
some with colored hem 


ands of amethyst, 


particularly tempt 


Prices are 25¢, 37¢, stitchings 


nd $1.19. Priced at $1.75, $2.00 
- nd $2.50. 


| Envelope Chemise— 
made of flesh and white 
natnsooks, all bodice tops 
with self or ribbon straps 
{rimmed lace, fancy stitch-| 
bings, colored hemstitch 
ing and, French knot em 
broidery in pink and blue 
plain bottoms 


Priced at $1.00 and 
1.35 


oe 
ulously low 


‘money and time 


Come in, and en- 
joy the gladsome 
songs of our cana- 
ries — and, if you 
wish, buy them. All 
the birds are beauti- 
ful singers, and 
prices on both cana 
ries and cages are 
reasonable 


Ormond: Beach Cloth,|Lace and Organdie 


Neckwear — to Fin- 
ish the New Tub 
Frocks for Spring 


Fine imported lace 
neckwear, in a number of 
different Styles, has just 
been received 


There are Tuxedo Col- 
lars, shaped collars, and 
Tuxedo collar and cuff 
sels — some twenty-five 
different patterns, all with 
finished ends, and net 
bands. A choice of cream, 
white or ecnt 


Priced at 39¢ and 
00. 


nn 
- 


Embroidered Organdies 
—white with every spring 
color, and colors with 
white dots, or the stylish 
black and white combina- 
tions. 


Tuxedo Collars, soine 
with cuffs to’ match, and 
collar and vestce sets. 


Priced at 5O0¢ and 
$1.00. : 


|Women'’s Quality 


Spring $6.00 
New spring dresses of 
course cal) for new spring 
shoes, and here are twen- 
ty different styles from 
which tO make your 
choice— 


Patent leathers, kids, 
calf, satin, combinations 
of patent or kid and mat 
leathers— 


Oxfords, one, two and 
three-strap pumps, mili- 
tary and Baby Loujs heels. 
plain or perforated, smart 
brass. buckles and cutout 
toes, at) Goodvear welted 
soles. 


A choice of black or 
brown— 


Tivery shoe one of qual 
ity and style 


Priced at $6.00 a pair 


Shoes for Early . 


ment but in a section of the country 
where out-of-door attractions come 
early. Cotton dress materials are 
featured and no doubt were bought 
by the women of San Jose for the 
reasons outlined in the introductory 
—good reasons interestingly pre- 
sented in type. 


Midsummer Merchandise 


By changing “Joyeux Printemps” 
to its counterpart in midsummer, 
every element of appeal in this ad 
could be used to interest women in 
midsummer needs. This is not 
wholly due to the merchandising of 
the sections. It is due to the fact 
that the adwriter directed his appeal 
to the women’s interest in merchan- 
dise instead of stressing values only 
and in terms of Spring. His theme 
is the delight of owning and wearing 
charming clothes. That is the way 
the ad has a permanent appeal. 
Women who read this ad last Jan- 
uary are now buying in the store 
goods this ad made them want. They 
may have bought in January, too, 
and in April and May. But there is 
no doubt that it keeps the O. A. 
Hale Co. Store and goods in their 
minds. This ad and others like it, 
by the same store, carried the idea 
of charming dress and dress acces- 
sories to interested women. 

The ad was shown to several 
women and some men just before 
this was written. None noticed the 
date—January 29, 1922—but all said 
in effect: “It looks cool, inviting, 
summery.” 

Some even went so far as to say 
the ad looked interesting. Others 
did not like the type display. But 
the important point is that without 
exception all these women and men 
saw in the ad just what is in it and 
that which is in so few department 
store ads, an element of permanency. 
In other words, this kind of adver- 
tisement is based on what the goods 
mean to customers rather than on 
what goods mean to the store. 

Few department store advertise- 
ments are well written. Most of 
them are strong on price and value 
comparisons and short on ideas—the 
kind of ideas which kindle interest in 
merchandise and its significance as 
something to use. 
It is time for store 
managers to get 
the customers’ 
viewpoint and then 
reflect it in their 
advertising as it is 
reflected in. this 
one. 


A July Saving 
on Women’s Suits 


Women who just dote on suits 
that “stand out” from the com- 
monplace, will be much impressed 
with these specially priced offer- 
ings for July events. 


677-9249 
An Offering of 


Fine Summer Dresses 


Introducing some of the finest 
styles of the summer season with 
the newest ideas in collars, sleeves, 
cuffs and trimmings and note these 
prices. 


4 ¢ 4 
And Here Are Skirts 


at Clearance Prices 


When you note their quality of 
merchandise and excellent work- 
manship, no sales argument will be 
required to sell you any of these. 


+ 2:00, 9 


Smart Little Dresses 
for the Children 


These little dresses are as styl- 
ish and as well made as any of the 
garments created for the “grown- 
ups.” Styles suitable for play time 
and dress wear—and at these sav- 
ing prices. 


AOD VER Til.S2sNG 


In Hot Weather Make “Em Short and 
Snappy and Interesting—Everything 
Here Has the Midsummer Slant 


IDEAS 


By Arthur Sinsheimer 


An Editorial Addressed to the Men 
SAFE ! 


With one mighty wave of approval, the hat-waving, 


shoulder-slapping, cheering crowd acclaims approval of clean 


sport and a good play made. 


—And to these same men—these same young fellows who 


like the clean-cut “best man wins’’ way of doing business, we 


say— 


We're priming to bat a home run in this business game— 


and we're going to do it, too. 


Values, assortments and service 


—that’s the combination that we're warming up with—the big 


three that have made this store the “Big League” store of the 


town. 


Every last man of you is an umpire—we'll do our best and 


accept your decision always. Let’s play the game together. 


Little Boys’ Suits 
Very Specially Priced 


Suits that look well on manly 
little boys—that have a little boy- 
ish air which pleases Mother and 
a manly little air that pleases Dad. 
To be sold now at special prices 
because size range is broken. 


A Letter to Vacationists 


Dear Madam: 


A Very Low Price 
for Muslin Nightgowns 


These were made to order for 
another merchant—but there is 
“many a slip ’twixt the cup and 
the lip” and they came our way 
underpriced—that’s why you can 
buy them at these prices now. 


Charming Waists 
Temptingly Priced 


In this July offering of waists 
for summer days, you will find all 
the smart styles of the season at 
very attractive prices. 


$b PP 


Summery Hats 


Greatly Reduced 


These are the models that usu- 
ally can be secured only for ex- 
cessive sums, but note how low 
they are priced for July events. 


Fark Fe 


Special Dress Items 
from the Basement 


Barred voile dresses—as cool 
and fresh as an ocean breeze—in 
blue and white and pink and white 
bars. Lovely little frocks at these 
economy prices. 


99 ate 


Splendid Assortments in 


Cool Underthings 


All the charming touches that 
go to make lovely articles of lin- 
gerie are to be found in this spe- 
cial July sale of underthings, at 
very low prices. 


The July Sales Letter 


Dear Madam: 


How may we relieve you of worries over your vacation 
wardrobe? 

Many a vacation trip has been marred by an incomplete 
supply of apparel and all those little Summer “fixings” that 
are really so necessary to one’s comfort. And likewise many 
a vacation has been made doubly enjoyable by having the most 
suitable outfits for every occasion. 


It really isn’t the number of garments and accessories in 
your wardrobe that makes it complete—it’s the care used in 
getting the right things. Such a wardrobe can be secured 
here most economically ! 

A few hours spent here in choosing your vacation outfit 
and you'll be ready for the happiest days of the year! 


How may we help you? And when? 
Sincerely yours, 
(Store Name Here) 


It’s economy time in the store now! The July Events are 
on! 

Every day brings new offerings—every department delivers 
its share of seasonable goods at-lower-than-usual prices. 

Economy has never been so important for you and every- 
one else in the country, as it is now during these reconstruction 
days—and the July Events will help. 

By securing your needs here now, you can save a consid- 
erable sum and still supply yourself and your home with those 
things which are always necessary. 

Though most of the special July offerings will be of suffi- 
cient size to advertise in the papers, there will be scores too 
small. These latter will be featured inside the store. 

Visit the store every day that you possibly can—walk leis- 
urely through every department and you'll find tempting bar- 
gains aplenty—that’s sure. 

Yours truly, 
(Store Name Here) 


Extra Fine Ribbons 
in Heavy Taffetas 


There are so many things that 
require a piece of ribbon to com- 
plete their fashioning, such as mil- 
linery, dresses, bags, neckwear, 
etc., that you will probably be able 
to use plenty of these because of 
their moderate price. 


4 ¢ ¢ 
White Low Shoes 


at Price Economies 


These are the same good shoes 
that combine comfort and trim ap- 
pearance—in both oxford and 
pump models. Even advisable to 
put them away until next summer 
if you cannot use them now. Just 
gee the price. 


What About 


Your Corsets? 


It makes no difference—and 
please don’t tell us that you are 
“different.” We make an absolute 
assertion that you can be fitted 
here. Our corsetiere is always at 
your service ready to advise and 
suggest. And not only that, but 
our corset line is superior from 
every angle. 


4 4 4 


Pretty Little Smocks 
for Particular Women 


They are in a number of pretty 
styles, well suited for women and 
misses alike—and note the lowness 
of their prices for these sales 
events. 


Some More Low Priced 
Foot Notes for Summer 


And before we tell you the 
prices, let us say that this is a sale 
of the finest footwear that money 
can buy—the sort of footwear that 
discriminating women seek out. 
Now note these prices! 


ih hee 
Colored Silk Umbrellas 


Lowered in Price 


Smart umbrellas of best grade 
silks in all the popular shades and 
all the newest notions in handles 
of bakelite, leather and fancy 
woods with silk cord or leather 
wrist loops—some of the loops 
tipped with fancies. At special 
prices tomorrow. 


Chic Sports Hats 
Have Been Reduced 


But reduced in price only as the 
same good quality, workmanship 
and “chicness” in these hats still 
remains. We particularly invite 
you to examine this offering. 


fet at | 


* Prices Reduced on 


Men’s Leather Belts 


If your belt has had an excep- 
tional amount of 
use during the past 
hot days you prob- 
ably will want a 
new one when you 
hear how greatly 
the prices have 
been reduced. 


f ei ont 


r itt Lt aan 


Advertising Ideas 


AND SALES PLANS FOR AUGUST 


Sy 


TS 


ad is NN \. 


PASTE 


ci! il 
hit hy" 
is WS, 
*s,{ 


Ue tnneenrsaeeaal 


It Takes Extra Energy to Bolster Business Just 
Now— Here Are Some Plans That Help 


A Bathhouse Idea 


Building a bathhouse right in your 
bathing suit section isn’t such a bad idea 
at all. At least, the Maison Blanche Store 
of New Orleans didn’t find it such a crazy 
stunt when the bathing suit season was 
ushered in. They constructed an artistic 
fitting room right in the center of their 
women’s bathing suit section and it was 
built to represent a two compartment bath- 
house with such likeness that women found 
it almost a pleasure to step in and try on 
their new purchases—and you know what a 
“hot job” that is in Southern hot weather. 
Incidentally, the idea proved a big draw- 
ing card and materially helped the sale of 
suits—and it’s not too late for someone 
else to try the scheme. 


* Ok 


Babies of Old 


We're all of us more or less familiar 
with the changes that have taken place 
during the last century in men’s and 
women’s wearing apparel, but what about 
Baby’s Wear? Gold & Co. of Lincoln, 
Neb., recently cashed in on a unique dis- 
play in which baby costumes of times gone 
by were contrasted with those of today. 
Photos of babies during the Civil War 
days and also their costumes were obtained 
from some of the older residents of Lin- 
coln and a small tintype of a bouncing little 
boy bore the inscription “Little Frankie 
Zehrung, age 5, 1864—Now Our Mayor of 
Lincoln.” In the window was a display of 
old-fashioned babies’ clothes and next to it 
a display of up-to-date infants’ wear, show- 
ing how the gradual changes had been 
made for baby’s comfort. 

Ci kee 
Getting Ready Right 

Suppose you’ve read the “Get Ready” 
Radio article on this page, so here’s one of 
the many ways in which you can do it. In 
order to be the “radio center” of your city, 
you have to know first of all three things— 
who is interested in radio and has no set; 
who is a “fan” and has a set; and who 
doesn’t know that he is interested in radio 


but is willing to be shown. 


In order to connect with all 
three of these types, the 
Stix, Baer & Fuller Dry 
Goods Co. of St. Louis, Mo., 
are building up a mailing 


list by printing a coupon in their daily ad- 
vertisements offering to send free a copy of 
their weekly broadcasting program to those 
who send their name and address on the 
coupon. The first two types of people de- 
scribed above send the coupon because 
they want the program, and the third type 
sends because he wants to see what it’s all 


about. 
* 


Tomorrow’s Business 


This young lady can read it like an open 
book. Sunday weather proves a fine gage 
of her Monday’s trade—sort of an accurate 
measuring device. Miss Frances Shinek is 
the manager of the camera department in 
the Brandeis Stores of Omaha, Neb., and 
she’s always praying for fair weather on 
Sunday because, as she says, “Monday’s 
business depends altogether on Sunday’s 
weather. Everybody wants to take pic- 
tures on Sunday and if it rains they can’t, 
which makes a difference in the sales of 
my department that runs into real money. 
If it’s clear, then I know that Monday will 
be a big day, not only in the developing of 
four to five hundred rolls of film, but also 
in printing them and selling the same cus- 
tomers new rolls of film to take the place 
of the used ones. That’s why Sunday 
weather is my gage on Monday’s business.” 
And it works, too, when you think it over. 


Condensed Advertising 


J. N. Adam & Co., of Buffalo, N. Y., 
used this idea to get the fullest possible 
value out of a page of newspaper advertis- 
ing during their store-wide Clearance Sale. 
Eight full pages of space were used in a 
single issue of one afternoon paper. In 
another paper the eight pages were con- 
densed and reproduced in two pages. This 
was accomplished by photographing the 
original full size pages and using four of 
them in reduced size on each of the two 
pages. 

* * * + 


Home-Made Rain Drops 


Sounds hard, but it really isn’t. The 
water is obtained from a small bath spray 
hung from the center of the ceiling. What 
for? It was used to represent rain in a 
window display at Macy’s, N. Y. C., in 
order to help the sale of Umbrellas. A wax 


figure dressed in Summer apparel stood 
under the spray with one of the umbrellas 
raised above her head and the rain rolled 
off onto the grass mat floor covering and 
into a tank back of the window. Country 
scenes furnished a background and plenty 
of umbrellas were spotted around camou- 
flaged as plants. 


sb 
~~ 


58th Sale Free 


For a number of years the Auerbach 
Co., Salt Lake City, Utah, during their 
anniversary sale, have given free the sale 
corresponding to the number of years they 
have been in existence. 

Every time a customer makes a pur- 
chase (either cash or charge) the sales 
check is sent in a pouch to a central 
cashier’s desk. A special cashier is in this 
cage who counts these closed pouches as 
they come in from the various departments 
(except groceries, meats, phonographs, 
patterns and C. O. D. purchases) through- 
out the entire store. This cashier marks 
each fifty-eighth pouch as a “free pur- 
chase.” This fifty-eighth pouch is then 
opened and the sales check is stamped 
“paid,” no matter whether the amount is 
Io cents or $1,000, and the merchandise 
presented to the customer with the com- 
pliments of the Auerbach Co. Should it 
be a cash purchase, the money is returned 
at once in the pouch to the customer. If 
it is a charge purchase, the check is simply 
stamped “paid.” In either case, the mer- 
chandise so purchased is given to the 
customer absolutely free of charge. 

To insure absolute fairness in the above 
plan, the special cashier who counts the 
pouches is chosen by the daily newspapers. 


4 ek a 
Attracting Men 


This stunt was sprung by Mayer Israel 
& Co. of New Orelans when they adver- 
tised a suit worth $75 for $1 to the first 
man whom it fitted. A 46 long was selected 
to be the $1 suit—which made the fitting 
much harder. Before the right man was 
found, nearly five hundred of them came 
to try on the suit, and when they found 
their figures didn’t belong, most of them 
took a look around and made purchases of 
other bargains. 


ADNWE RT)? S:1 NG VED As 


Home Ideas Are Worth Most in August 


Advertising and Selling Can Do Wonders for a Store During the Change 
from Summer to Autumn Because People Like to Buy in August 


Women do most of the household 95 ° EA) CPST ees a Condon’s feature blank- 
buying the year around. “In August “Tween Seasons! Not At This Beehive of kitense Energy! ; ets for August but other 

ey do more of i in any o - - : ousehold utilities are 
month. There are several reasons for Need Draperies? This 98c gj aoe Senet given plenty of space and 
this. The two best ones are as follows: ae Madras Is 59c! Chaitiiane outer apparel holds a po- 
(1) After the relaxation on buying for Wallies a hkin ones andor the hewn ws a sition hardly secondary to 
the house which naturally comes with if : aera ak ‘ the feature of the ad. It 
hot weather, there comes a normal im- | is designed to bring in a 


YY You Want a Mid-Summer Frock: One to Wear 
On Into Fall—dt's Mighty Fine That You Can Buy— 


5- Yards of Dress Voile for 
O-N-E D-0-L-L-A-R! 


It's the quality you'd gladly pay 39 to 49-4 yard for. 
‘Aren't you ples sed that it's cut to 20c if you buy § y: 
lostly the darker, wanted colors. Floral potters ar | 


pulse to start buying again. (2) During good day’s business and 
the lull, the head of the house has time an impulse on the custom- 


to study her needs for the coming sea- er’s part to watch other 
son and when August Sales open up, advertisements of the 
she knows what she wants and begins same store. There is noth- 


fi patterns in an extensive variety. Monday, $ yar 
fer $1. Save BIG! 


28c Dress Ginghams, 19¢ Yd. 25c Beach Cloth at 19¢ Ya. 


Linen feish—26 inches wede—pink, 
checks, stripes and plain color, All 3. rose, Copenhagen and light blue 
B2 inches wide 18¢ « yard! ly Ie yard. 


and 
darery figures on ight provada. 


Here is Bed Linen at 


to look about for a good place to buy it. “inc | $39 85a Sale of wank 149 Sheets | ctineaiares | Dot ee ing striking about either 
Furniture, blankets, household linens, 25¢ Wall Paper : eects | Rented ertaec | sik salca therein be text or layout but the 


‘The best time to chooss ie in the morning! 
Cove ier eer —nind Pinan, 


Axminster Rugs 


Smith Yonkdrs, Worth 
555 & $59.50! Floor Sizes! 


curtains, hangings, rugs, carpets and 
many allied home furnishings naturally 
come to mind as July blends into 
August. 

The four advertisements reproduced 
here are rather typical of August Spe- 
cialized advertising. Each one carries a z py 09 a 
timely suggestion for the adman and | cree oe eee gars ‘ at eS SFR SAV HSVALT KYSER MUI -AIWs 
sales manager who look beyond their SATS WALL COVERING 


l4c 


values are interesting and 
there is a variety of them 
all selected with August 
needs as a basis. 


Buy Your Winter Bedspreads Now 


56.98 Bedspreads at *5.75 


There'll hardly be a better time! 

These fine bedspreads are 85x93 inches—an extra site for double beds 
You'll like the pretty raised patterns in this heavy satin weave, The ends are 
hemmed, And it's just $5.75! 


‘You'll like the extra fine quality—the 
sturdy weave and their gorgeous appear- 
funce! They'll give your home the beauty 


own office for inspiration and sugges- Take tes, Pecat pod Sis 
tions Advantage 491-498-485 KING STREET 
: vrauguat | August ‘Furniture 2 
Events Bac! gu the beauty in a home Ne refinement Thompson's Glove 


hand. in hand with happiness. + prices 
furniture have made this Sale one ol the big 
the section 

But it is only characteristic ‘of this great Q 


Fitting Corsets 
Ther 


tlothing, All thele of 
ferings can be bought 
on the Morris Plary if 
your purchase 


China Tea Pots! Unusual! 
= $1.35 0 = $1.45 


Notice the chief caption of the 
Crowley, Milner advertisement— 
“°’T ween Seasons? Not at This 
Beehive of Intense Energy!” This 
would seem a disclaimer that Aug- 
ust is a between season period. 
Yet the wording indicates that the Originally *35 to *79.50! 
store expects the public to think Coats & sul raps Actually Go at *19.75 
it is a between season time on the ] 
calendar at least. What is really 
meant by the heading is no stock- 
up in preparation for serving a be- 
tween season clientele. This ad- 
vertisement makes what is prac- 
tically a whole-home appeal so far 
as home furnishings go. It is 


es botee, 40 inghes wide, 7 
—Dry Goods Phone Is No, 1162— 40c Yard 
( ! na leas 
M6 incher wide Tussah 
( | sin Pongee in on excep 
rs Ve fard 
SGT alh [ beat SO ena ally a8 


New Arrivals 
Children's Dresses 
Gite 


ive and re 
Speclally priced 
Monday #t 


89 Yard 


PNGVST SALE OF BLANKETS 


Values and Varieties That Please 


es 
New Blazer 


rely complete, without Specially Priced 
as Mendsy at 


$2.00 Yard 


a makes deposit ot at lease 81.00 and we will place your Blankes selections aside 
Jo be delivered at any time you say until October 13th, at which time you can pay the Balance 


wien Wool Sue Wool Plaid Blankets 


Cotton Plaid Blankets 
6 Colton Plaid that 


ing. Spe 
$8.45 Pair $2.25 Pair 


$7.45 Pair 


All-Wool 
French Serge 
A vavuilfal quay of 
_ 
ey 
a = 
; ya 
$1.98 Yard 
“4 Black Mohair 
For Fall 
37 Sesutunty ool 
Many Lovely ONLY-ONES Fer score of ether Blake in Aloo, Wel an Cation. en'atton with Wool finish aap a spec pric ur- | fad mealies Ot 
You Who Come First 
Just $19.75! - 
Eset These Help Equip and Make 
the Home Attractive 
SHEETS and PILLOWCASES 


worth attention as a good model Bie Wea 
for the August appeal. 


Timely tems That Have Just Arrived In 
OUR INFANTS’ DEPARTMENT 


Just scores of pretty 
T 


Bamberger’s furni- 
ture sale announcement 
typifies in text and 
illustration the tradi- 
tional fall furniture 
event. Also it sug- 
gests in a powerful 
manner the importance 
of suitable furniture 
| and puts ideas into the 
homemaker’s mind. No 
doubt several fully 
merchandised adver- 
tisements followed it 
in close succession. At 
any rate, if your cam- 
paign opens with an 
announcement be sure 
to close it with a de- 
tailed descriptive ad- 
vertisement. People 
like to study descrip- 
tions in August. 


H1u80 Tindale Beentens Shear 
Ey 


4 Sheers 


tio Pe resell Seamien 
Special 

Bixso_ Anchor Seamlene Shera 
Spec 

a anchr Seamiers Sheese 


Spec 
shoe anchr Scalloped Pillow Cases 


oe "wena Scalloped Pillow Cases 
Spee i 


quite pleasing © 
$1.00, $25, ‘and $1.50 
Baby’s Carriage Robes 


om extra quality Pajama Checks, 
Yard ° 
Delo extra qelity oft Hiniah Longeloth 


is ted quality Yellow Homespun 


| Wash Clothe 


vs i ii 


ANNOUNCING! 


Bamberger's 
Half-Yearly Sale 
of Furniture 
“Of Enduring Quality” 


Clara oa Tub Street Frocks and 
“Sfip-On” Dresses 
ani a feemlbiag 1 


irae psec 


Nas Fall Hats 


The First Harbingers of 
pro 


y part of the contents of reo 


tion of two pricerestricted 
dat unusual reductions 


Monuhs of preparation and careful buying have been 
foc «And now the stage is set—all 
lieve will be the most enthusiastic 
ever seen. Undeniable op- 


PF ONIN eR NAO, = 


Chas. A. Stevens & Bros. 
opened August with a fur sale 
and a special event in season- 
able outer apparel for women. 
They used a simple, direct 
method of appeal and one any 
good store can safely follow. 
August does not sell goods but 
August merchandising methods 
do and no store can afford to 
think otherwise. People shop 
around in August and the most 
interesting ads get their first at- 


L. BAMBERGER & CO. 


“One ef America's Great Sores 


NEWARK. N. J 


Aa Unusual Salé 
of 


Women’s Lace and 


Italian and Tricot 
Silk Underwear 


Makes Its Bow 


If t's & Poth. of one of the various 


our aut ‘pos 
model Illustrated is of brown velvet 


Cue Andunt Saleok Fart eh at tention and the first attention 
Offer pe Modes ee ee gets the early August money. 
at the Lowest Trices in'Yoars The New Frocks Are Lovely! 
Otnerrrannrece* nin Oceana | Rotem wasn oh saa eee et 
Ni the dewirable furs. In addition to their exclusive styling, our furs always Lascinating bell sleeve. which Ae ‘be either long or «! heyal length Brilliant Votnay 
surance of superior quality of pelts and unexcelled workmanship, Exquis Red and Sorrento Bliss. os well aa ) ap jee also make their appearance a9 trimmings and 


co and beautiful girdies ere noteworthy features of the new garments wtraightway fascinate us with thelr daring 


heaper this year, and during August we are offering extremely low (A moet unusual assoriment of these frocks i shown in 
‘ill be advanced te thelr ndema) level afver September 1 Soden, Tdcetinas S01 Renn elle very sepebesay aeons pies Oe vas Le ae 


For Seerion, Bipth Flone Women's Section Fourth Flase Wem + 


It is never possible to do complete justice to the advertisements sent in periodically by Mr. S. 
Shaw, advertising manager of David Jones, Ltd., Sydney, Australia. 

In the first place, reproduction can in no way depict these ads as they really appear in the news- 
They are always cleverly printed, arranged with care and logic, merchandised to get the 
widest range of buying impulse from the customer and are written in clear and direct English with 
It is evident from careful study of a season’s run of these 
advertisements that store identity is maintained in two ways in addition to the store signature. 

First, practically every advertisement is specialized. That is, it is either entirely devoted to 
one line or one department or it features a line or department if the space is divided between sev- 
The reader can always get a complete idea of a seasonable item of goods from 
every ad. The item is illustrated with a well executed cut, it is clearly but briefly described and 


papers. 


little or no metaphorical adornment. 


eral lines of goods. 


ADVERTISING 


These Advertisements Are Worth the Close 


IDEAS 


Study of Admen Who Like to 
Feature Each Item 


David Jones, Ltd., Are Firm Believers in the Selling-Value of Merchandise 
But They Do Not Neglect Type Display and Arrangement of Material 


By Guy Hubbart 


it is priced so as to indicate the value for the money. 


Second, almost invariably the material is described. This, whether the article be of personal 


use, household use or family use. 


The three ads reproduced are good examples in point. 
to men’s and the other to household articles with damask as a feature. 

Notice that details are pictured in each illustration used. Excepting the color, the reader can 
get a complete idea of how the goods look merely from reading the descriptions. 

American admen adopt some of these methods but usually not so consistently as the David Jones’ 
In a portfolio of twenty to thirty ads recently received, practically every one details each 


adman. 
item of merchandise. 


Type display is always managed with care and judgment. 

They are always clear and readable. 
In one respect, this store’s advertising is far ahead of any which have come to the attention of 
It pays strict attention to 


subcaptions and prices. 


this department. 


the illustrations of its ready-to-wear and dress 


accessories for women. Almost any ad select- 
ed from the group sent in would compare well 
with our better American mail order and mag- 
azine advertising of similar goods. Although 


merchandising methods 
in Australia may vary a 
little from American 
methods, it is not likely 
that customers’ ideas 
change as to the use and 
value of any item of 
ready-to-wear. Therefore 
it would seem that the 
method employed by Da- 
vid Jones, Ltd., has much 
to recommend it. 

The advertising man- 
ager is Mr. S. Shaw and 
this department much re- 
grets that lack of space 
prevents the reproduc- 
tion of all the ads in the 
portfolio sent in recently. 
They have every mark of 
the carefully thought out, 
logically merchandised 
advertising schedule. It 
is difficult to find fault 
with these advertise- 
ments inasmuch as they 
are not to be compared 
with the best American 
ads due to the difference 
in use of space and daily 
or .weekly scheduling. 
But were a real compari- 
son possible, David 
Jones’ advertising would 
not suffer in making it. 

We are glad to repro- 
duce these because it gives 
you an opportunity to 
study this type of depart- 
ment store advertising. 


David. Sere | 
SALE 
Dig, 
BLOUSE CLEARANCE 


FUJENE 


79 : 7 


Ald re cele af- bn-ehe £ for Cash. 


SKIRTS e07" 
= #8 ei alley 11 


i fred lame the Can Discount 


Bath Chetk Ze phyr 
rassetp te - 


oye Egures. Unally 4 Wea rnd S916 
And less 2/- tn the € for Cash Shop early. 


SALE ENDS SATURDAY 


Hor asehold Drapery Sale j 


Reductions per 
OF on nes tink abe balk din iene 


NEUEN. 


SEE YOU GET YOUR SHARE 
OF THE REDUCTIONS AT 


David-Jones 
SALE 


2/- in the £ (3 £ 2)- inthe£ 
Suits (6 spear, \e 5 / 


jor cash) off all 
"fe senkoch 


756 6a oF SUIT 


and cigarettes 
Reduced from £5/10/- to 84/- Cr 


4 


One is devoted to women’s goods, one 


oe Cash Discount Pies of 


This is particularly true of headings, 


| 
David ones’ 


= ma 


The hundreds of Sydney and country women who have waited for David Jones’ Household Drapery Sale 
need wait no longer. From 9 4m. on Monday, January 30th, every item in this section is subject, at the 
very least, to a cash discount of 2/- in the §, and in most cases in addition to a substantial price reduction 
There is no question that now is the time to buy advantageously, and the shopping public will no doubt 
avail themselves fully of the opportunity 

Longcloth and 


A ea ERIESCCN CED MEN SEED OR OOILLEIE NTEEO OES NOSES ABE: LEO HE 


Table Damask 
at bargain prices 


Sale of Towels 
and Towellings 


Notice the 
chance each 
item has to 
speak for it- 
self in this 
m'en’s adver- 
tisement. A 
splendid ex- 
ample of how 
to attract the 
customer’s 
eye with type. 


Sheet and 
sheeting 
reduction 

on pill 


Kitchen cloths 
very much 
reduced 
Pure lin 
Py 


Embroidered and lace trimmed table 
cloths & covers, runners, duchess sels 


Exceptional offer 
White Irish ee Ue 


Waterproof sheeling 
Wovmarant Shei a om By 
iio seenne fh jee Th M 


materials Bleached Irish tablecloths. reduced 


DAVID JONES, LTD. @ OPP. G.P.O., SYDNEY. 


This. is typical of the average run of David Jones, 
Ltd., advertising. Type, illustrations and text all focus 
on the value of the goods. 


Timely Little Copy Idea Suggestions Like 
These Are Worth a Lot When You 
Need ‘Them—Keep “Em Handy 


A Few Dresses 


at Lowered Price 


We chose them here and there 
from makers who were willing to 
make a sacrifice for ready cash. 
We selected the very latest and 
best models they had and now 
offer them to you at these ridicu- 
lously low prices. All sizes for 
women and misses. 


qe son-§ 


Exquisite Petticoats 
in a Sale 


Lovelier than you probably 
have ever seen before in their 
sheer fabrics, beautiful laces and 
delicate colorings and just glance 
at these prices. 


4 ¢ ¢ 


Remember This Monday 
Is Opportunity Day 


Exceptional values are to be 
offered on Monday in women’s 
and misses’ apparel for wear dur- 
ing the late summer season—and 
at such prices as only an Oppor- 
tunity sale can offer. 


28 Fe 


Some of the Special 
House Furnishing Offerings 


Just the kind of useful house 
wares that will give good service 
and make you glad that you 


bought them at these August 


clean-up prices. 
9229.59 


Hand ‘Made Baby Dresses 
That You Will Admire 


Sweet little baby clothes— 
dainty and exquisite little dresses 
made by women skilled in the ar- 
tistry of fine needlework and note 
the little prices. 


$2345.04 


A Semi-Annual Sale 
of First Quality Linens 


Good linen is not a luxury but 
it is one of the most durable fab- 
rics known to the textile world. 
Linen sheets, pillow cases, towels, 
table linens and napkins will out- 
last those you buy of other mate- 
rial. At these extremely low prices 
you will agree these linens are an 
economical buy. 


ADVERTISING 


IDEAS 


By Arthur Sinsheimer 


Here Are a Few 
of the Latest Books 


Refreshing, sparkling stories— 
mostly of love and adventure that 
will furnish many happy hours of 
good summer-weather reading. 


4 ¢ 4 


An August Sale 
of Silk Skirts 


Superbly tailored skirts of 
heavy silks—the kind that show 
rare individuality in smart lines, 
beautiful textures and al]l sorts of 
colorings. 

4 ¢ 4 


Some Good Specials 
in the Boys’ Department 


Tuesday is clean-up day of odds 
and ends in the boys’ department 
—note the following items and be 
sure to come early for these rare 


bargains. 
4 ¢ ¢ 


This Is Another 
August Bargain Festival 


It is about silks this time— 
silks in the better qualities at 
prices which you will at once rec- 
ognize as lower than you have been 
used to paying. 


Aik BS | 
Chic Riding Habits 


in Smartest of Linens 


Exceptional values in well tai- 
lored models for the miss who in- 
dulges in the early morning ex- 
ercises on the bridle path. 


4 ¢ ¢ 


An August Clearance 
of Good Linoleums 


If you need lineolum for the 
entire floor of your kitchen or sim- 
ply a short length for a certain 
spot; a cocoa matting runner for 
a back hall; or a short length of 
carpet—then it would be to your 
advantage to visit our third floor 
tomorrow, when these prices will 
be in order. 


4 4256 


A Timely Sale 
of Splendid Suits 


This is a fortunate and timely 
event for all women. New suits 
from a special purchase are at- 
tractively priced for the August 
Sale which has its beginning on 
Saturday. 


Editorials such as these are presented not because we expect 
you to use them exactly as they are typed here but in order to 
give you an idea of the kind of thoughts that ought to go into 


your store editorials. 


Courtesy First 


_ The “sale” idea is secondary with us. Your interests are the 
first consideration—and courtesy we deem to be most essential 
if we are to make you feel free to come into our store often 
without that thought of being obliged to buy each time you 


come. 


_And when you do decide to make a purchase, that transac- 
tion must be carried on and completed to your entire satisfac- 


tion at all costs. 


_ We have merchandise of unquestioned quality that will prove 
its goodness through long wear and use. Our salespeople are 
selected and trained to give you the best attention possible at 
all times. And our prices are cautiously watched to keep them 
in conformity with lowest market replacement costs. 

But above all, we strive to make this a pleasant place to 
trade: by. carefully nursing our pet policy of “Courtesy First,’ 
which we invite you to partake of to the fullest extent. 


Here is a little notice relative to your August clean-up sale, 
which can be sent to your entire mail list printed on a one-cent 
Government postal card. In fact, it can be sent to draw par- 
ticular attention to any event you run during August and the 
little discount offer at the bottom of the card can be used or 
dropped out as you see fit. 


A Date With You 


Here is important news for all women—especially those who 
are economically inclined. Remember this date, for it is of 
great importance to you. 


(Day and Date Here) 


This is the opening date of the August Clean-Up Sale—and 
we promise you that it will be a sale worthy of your attendance. 
We are now busy arranging and rearranging stocks and re- 
pricing and underpricing all kinds of worth-while seasonable, 


_ Summer merchandise, and when this sale opens the whole store 


will be a veritable garden of Values, bulging with the message 


of Economy. 


(Store Name Here) 


This card entitles you to a 5 per cent discount on 
all purchases when presented on the above date. 


Smart New Neckwear 
for Mid-Summer 


There is always something new 
each time you come here for neck- 
wear. Something just a bit differ- 
ent, out of the ordinary, crisp, 
fresh and pretty. Note these when 
you are shopping tomorrow. 


44 4 


Here’s Another 
Economy Column 


A shopper’s guide to a few of 
the specially priced things which 
go on sale during the August 
Economy Event arranged for this 


Friday. 
4 ¢ 4 


Exclusive Costume Suits 
of Very Beautiful Silks 


Distinctive suits expertly tai- 
lored and specially priced, splen- 
did for women’s afternoon, street 
or sports wear during the warm 
months of August and September. 


ie pe 


We Are Clearing Away 
All Summer Millinery 


Which means that in this 
gigantic collection of hats is most 
any style, shape, color, material 
and trimming you can think of. 
Hats for women, misses, school 
girls and children. Each beauti- 
tifully trimmed and neatly lined 
ready to put on and wear—and at 
these prices. 


4 4 ¢ 


A Box Sale 
of Men’s Shirts 


And these are offered at a 
price that will set the whole town 
talking—sold only in boxes of 
three at this special price, although 
you may select which three go 
into the box. 


4 ¢ 4 


Some Fine Blouses 
for Larger Women 


A sale of most pleasing and 
charming styles in blouses, each 
one carefully fashioned for so- 
called “stouts’—and priced rea- 
sonably, as you can see, 


A Final Clean-Up 
of Sporting Goods 


Here are various assortments 
for your enjoyment of outdoor 
sports—and they are now offered 
at the following clearance prices. 
Here are a few suggestions as to 
what you may expect. 


Ps RO | 


Delightful New 
Millinery Modes 


A glimpse of fall is given us in 
the advanced models shown in the 
Millinery Salons on the third floor 
by the newest arrivals of early 
season hats, and we cordially in- 
vite you to see them. 


4 4 4 


Another Sale 
of Women’s Dresses 


Lovely new fashions—fresh 
from the workshops—shown to- 
morrow for the first time and 
priced very moderately as you 
will notice. 

4 4 4 


An August Sale 
of Summer Furs 


Each pretty little style of neck 
piece now priced so very moder- 
ately that you needn’t feel it a bit 
extravagant to wear one the rest 
of the season. 


Pex ea 
And Now a Few 


Tuxedo Sweaters 


_A happy sale of sweaters and 
slip-ons for the woman and miss 
who indulges in various outdoor 
sports of the Summer season. Note 
these exceptionally low prices. 


4+ 4 4 
Are Your Girls 


at Summer School? 


Here are some dresses so ex- 
cellent in quality and low in price 
that Mothers will 
want to send one 
or two just to 
know that daugh- 
ters are well pro- 
vided in dresses 
with which to 
finish the summer 
term out. 


H Mi a 


A 4 


[ ait | i 4 


Thon COTTE 


Advertising Ideas 


i ih 
my 


iil a 


AND SALES PLANS FOR SEPTEMBER =) 5 


a vee 


Sometimes It Takes a Thought to Start a Thought 
—Here Are Some Practical Starters 


Wire the Sad News 


“Your straw hat is dead.” This telegram 
was sent to fifty local business men by the 
Spines Company of Wichita, Kan., and they 
made such a hit with the recipients that the 
newspapers were given the story and it 
created more timely publicity for the store 
than could have been gotten in any other 
way. Some of the men immediately went 
to Spines’ to get their new Fall hat, while 
others sent answers as follows: “I’m rush- 
ing undertaker to your store immediately.” 
“Weather prevents my attending funeral, 
postpone it until tomorrow.” The sales of 
Fall hats were gratifying in number and the 
unusual idea of the telegram certainly 
created an increased business. Anything’s 
worth trying once—and Fall will soon be 
here. 

* * * ok 
University Tested 


With all the talk and publicity given 
over these days to “pure food,” “proper 
dress,” sanitary living and what not, many 
forms of testing laboratories have sprung 
into existence to prove to the buying pub- 
lic that this and that article is good to eat, 
drink, wear or gargle. And now the de- 
partment store has entered the game. By 
special arrangement with the University of 
Washington, customers of the Bon Marché 
of Seattle are protected on the goods they 
buy from that store. It is announced that 
all goods are tested by the home economics 
department of the University and sold with 
the guarantee of the Bon Marché. It is 
tested for such qualities as dye, wrinkling 
and perspiration. We wonder whether the 
store would like to tell us how profitably 
this idea is working out in the matter of in- 
creased sales in their dress goods depart- 
ment. 

Ce et 
Self-Service Department Store 


H. K. Eastham, who runs what is “offi- 
cially” known as the Miniature Department 
Store of New Orleans, La., has instituted 
a new idea in department store service 
which he calls department-“storateria.” 
Very few clerks are employed, the stock 
being so arranged as to be 
within easy reach of cus- 
tomers, and except in such 
cases as where piece goods, 
etc., are wanted, the cus- 


tomer has only to pick up the desired article 
and pay for it as she passes out. If it wasn’t 
for the habit some few people have of “pick- 
ing up” things and nonchalantly walking 
out, this “storateria” idea of self-service 
might be worth investigating. At any rate, 
with all the self-service ideas that are being 
tried these days, this one deserves a little 


thought. 


Guiding Your Ads 


It can be done and easily, too. It’s done 
in London, so why not by you? Selfridge 
& Co., Ltd., of London, England, keeps in 
touch with the weather bureau so as to ob- 
viate showing and advertising light Sum- 
mer weight sports apparel when it is rain- 
ing and chilly at which times they don’t 
believe their prospective customers are par- 
ticularly interested in such merchandise. 
Selfridge & Co. has a contract whereby it 
is notified of weather conditions twelve 
hours in advance and by this means it is 
able to score off a competing firm, which has 
a page spread advertisement picturing sheer 
attire on a chilly, wet day, whereas their 
ad stresses such timely merchandise as rain- 
coats, gloves, umbrellas and other weather- 
proof articles. And you can get a twelve 
hour advance weather service two ways— 
from the nearest telegraph office and over 
the radio broadcasted programs. 


* ok *« * 


Radio Interest 


The Famous-Barr Company of St. Louis 
certainly stirred up an unusual amount of 
keen interest in radio through their con- 
test which was open for amateurs only. Ac- 
cording to the terms of the contest, entrants 
were required to assemble, without assist- 
ance, the various parts of a Crystal, Audion 
or Transmitting Radio Set. All completed 
outfits were to be submitted on a certain 
day and to be displayed on public exhibi- 
tion for two weeks. Awards were made in 
three classes. Boys under 14, boys under 
18 and the third class open to amateurs of 
all ages. Three experts were retained to 
act as judges. From the appearance of the 
crowds that attended the exhibition every 
day, and from the finished appearance of 
the sets entered, all St. Louis joined into 
the spirit of the thing. And in passing let 
us say that radio business jumped materially. 


Store Door Advertising 


The L. Froug Department Store of Pine 
Bluffs, Ark., has placed small bulletin boards 
just outside the store entrances on which 
the daily ads are clipped from the news- 
papers and posted. As pedestrians pass or 
enter the store, they invariably stop to 
glance over these bulletin boards. Try it! 


Scenic Fairy Tales 


Here are some Baby Week stunts that 
have been found highly successful. All 
children and their parents were invited, 
through extensive newspaper advertising, 
to attend a scenic fairy tale of “The Old 
Lady Who Lived ina Shoe.” A great shoe 
was erected in the infants’ department to 
serve as the “old lady’s” home, and from 
this abode the venerable old character told 
fairy stories to the great delight of the 
small guests. 

Another stunt featured by this infants’ 
department was the distribution of free 
photographs among the children. With 
every $1 purchase made in the infants’ de- 
partment, the mother was given a coupon. 
When presented to a photographer, with 
whom arrangements had been made, each 
coupon was honored by a 5 x 7 photo of 
the child whose name appeared on the 
coupon. These photographs were ex- 
hibited at intervals in the store’s windows 
and attracted a good deal of attention. 


ae eae 
Strolling Mannequin 


Quite out of the ordinary is a store 
mannequin in the L. S. Ayers Co. of In- 
dianapolis, who saunters her way through 
the building doing just what she loves best 
to do—wear pretty clothes and all their 
dainty accessories. One hour she flames 
in a velvet evening wrap with its smart 
chinchilla collar and tasselled chinchilla 
evening toque. Then she is seen on the 
street floor balcony charming weary cus- 
tomers in a dainty orchid evening gown. 
She loves to do it—and everybody loves to 
have her, for not only is she an attraction 
to customers, but the girls in the store feel 
a breeze of “pep” at the very sight of her. 
Here, then, is a new way, and a very simple 
one, to run a “one girl” fashion show that 
is inexpensive and attractively interesting. 


ADVERTISING IDEAS 


= mamta = Can You Reflect Autumn in 
Your Advertisements ? 


These nine specimens are good examples of various to either stores or customers but the way this in- 

; P - 8 - P . f terest takes hold of people in the Fall is new if 
worthwhile ways to deliver an interesting message the adman wants to make it so in his opening cap- 
about new fall stocks—all, except the headlines! tion. But it seems none of the men who wrote 


these had it in mind when they planned the part 
of the advertisement which leads an interested 


There is no better way to estimate the interest-creating customer to read the detail in the sections of the 
powers of a single advertisement than to read and analyze announcement. 
the main headline. Read the nine headlines in order of People, women especially, think of Autumn as 
position on the page layout. ’ the time when each new item of outer apparel 
Are they interesting or not? As the most important should express a new point of view. Generalities, 
part of an important announcement at the beginning of an such as style show, exhibition, opening, etc., do 
important season, it would seem that they are not partic- not express that thought. 
ularly stimulating to the minds and interests of their re- Why not select an idea right out of a woman’s 
spective clientele. ; mind and use it for the basis of a caption? “After 
The advertisements are away above the average in ar- I Have Done My Fall Shopping I’ll Have a 
fides rangement, type dis- Wardrobe Which Fits My Tastes and Person- 
KeilkOecien a) ‘gi play, text matter ality. I Wonder Which Store Is Best Supplied 
Vie ; g « ‘7 and merchandising. With What I Need.” 
. | Two or three are as That is what she thinks. Could it not be made 
b cvearkth good as any in the into nine interesting captions for such wonderful 
country, One is so advertisements as these? They are really re- 
Hoa ee 3 good it could hardly markably good advertisements — worth copying 
GLIMPSING tHe FALL FASHIONS be improved. from just beneath the captions downward. 


The sthowwne that comeng Fall conte betes 4x ty sogerig smacthy by all women 
Fer do they nat hirald shat Pars decors? Wt for this Milady maaits withow! 
Ierorhlesily and om Apion, that me detail my~te teas of thie ol import 


But the head- 
lines! There isn’t an 
idea in one, unless it 
is the subcaption; 
there isn’t a new 
viewpoint nor the 
least sign of orig- 
inality in concep- 
tion of what Fall 
means to customers 
so far as new goods 
go! 

What people are 
interested in in the 
Fall is nothing new 

a 


The Peltier bompany 


Sevmufully prepared with Auiumg Faskeons and Fabrus portraying 
the “Vague 0 Tames,” we agnovme our 


Fall Fashion Exposition 
Thursday--September 9th 


extending 2 heartfelt welcome te all Siowx Cuy.r6e come and revel 
an ther sumptdeus beauty and charm 


i 


Fall 
the 


E aceninnreunser 
4 ie 


COMPLE TE READINESS~ 


How to Dress Well | 
On a Limited Income 


—If one has plenty of se well is 90 trick al alt, 

Que may kick a buttos at 

the thmg is done, all 
ones 


Slocx CITY Fashionables may 


UR 


—But dressing well on a limited income? Th 
ter It is an art. or an at 


Bet 


Mat (7: 


LD TIMES 3 
old-ume pric 
me 


mp a rat ety ental i ' 
a needle and thread and presto, o din every extubit Old-time qualines 


alent everywhere. Our patrons have lor 
hee 


=> 


Mammen 94/1 


—Stich women-are gifted. They are rare and therefore negli 
gible to this discussion 


The White Fides Dedicates To Labor The 
FALL FASHION EXPOSITION 


namical ore ii 

tically unlimited capital. sple 

office.» trained buying organi 
je us to gath 


T WILL PRESENT compreheosive dufplays to answer every 
fashion Querry The accentuated Tailleurs, the ruffled npple suits, 


them as a Matter of © 


@) B= 


| —These remarks ie anew 
Peter Pan,-Sally | _ Gomes ate ta be baught Te roa | 


All Sioux City is cordially invited 


= Eophe Thorp Pree Therty O'Clork 


1 
| 
| 
and Ghuddk | 


Yow attention is specially directed to some remark: 

able American dresses af $39.75 and the Paru 
| 
| 
| 


dresses at $45 and up to $97.00. 


VM Rich @aBrea Company 


= 


Re 
>} 
Gloves 


HALO 


> 
Ht js 


==|Wm. Taylorson & Co." = 


ss 


Come With Us, Meet Fall Fashion At.Her Best In 


Haws Ave Bosh 
Le, Soul 


an ks es cme oe oe EDGE — 


Tk BRADFORD-HUSCH CO. 


j | cba” = Lovely Negligees 
{| | {ee fk Designed (o a Light and | 
‘Graceful Vein 


i 
re 


fil 


IKE a tale from Arabian Nights, full of soft, glowing colors Sr Te we mm 
and characterued by a thriling diversity, the newest modes Bl 
unfold themselves m the panorama of the Fall Fashion Blouses 


i 


1 ing. Rich embroideries, fabrics, enquisits SSR Scr = 5 
\ beading and exotic chro ings fairly breathe the i S25 Soe 
ak ; 7 os ag de ae ee 
1 A Phenomenal Spebia} Purchase Results in a tier Eas males i bene ihe Savied ea ore SS eres eet 
| Y \ w me Se ea 
|. Saieof 400 Wonderful Ne erst ipek ice SARS 
Digtinctive Fall Hats world’s fest dea ad taker, that we fave ever shown ot ope Fools 
time. who know the splendour of past openings can appreck, nena 
(tee te Henge of New Fasten = Mintle Maen Set fw Fas More The ses ate the scope of this event, which presents a far more vivid and realistic Sv Stare tle," eeakon ts 
: SS djl picture than any Eakin page Stoners eee 
Vf you love beauty, if you would see the roodes for Fall and Sm wes ol pics pa ca bore 
Winter at their best, f you want authentic the suthenticity of Ske 
which is vouched for by an institution whose buying resources and Pater al uiek os ogh ie Med oot 
powers for selection are unequaled 'n this city, you will not mist this > at 
Evening Fi 


Children's Apparel Sea bh 


mgs ee Seas eee 


“= 


BeDav en, WittS I NiG> 1D EAS 


Here Are Three Advertisements Which Have 
All the Marks of Careful Planning and In-— 
telligent Merchandising—They Are the 
Work of a Young Woman 


By Guy Hubbart pia 


Flint and Kent advertisements, until recently, This department has had opportunities to and general comfort of the items described. And 
have had no illustrations in them. This is men- study both types of work and to estimate the always in terms of the customer’s own ideas. In 
tioned because the same adwoman wrote the “no- relative values of each kind. other words, the adwriter has tried to reflect 
cuts” advertising and the “with-cuts,’ of which While the advertisements formerly used were women’s ideas rather than the store’s ideas of 
these three are examples. well merchandised and well written, they lacked why the items are desirable. 

‘ one element of pulling power which the illus- Would it not have been better to have used 
ig J =] trated advertisements have: A special invita- the word “buying” instead of “selling” in the 
Flint & Kent : ets t 


Lingerie Priced Specially for June Selling 


French — Philippine American — Silt 


This is more important than one would viewpoint. She has her own, which is buying, 
think. Women especially are attracted by although she may realize unconsciously that the 
well executed illustrations, especially when  store’s object in advertising is to sell. This is 
they actually depict a style idea, pattern, de- not a criticism but a suggestion. Headlines are 
sign or some element of workmanship or qual- important and sometimes little things have a far 
ity in an article of wearing apparel. Even the reaching influence. 
plainly decorative illustration increases the “Requisites for Summer Days” is the headline 
reading-value of an advertisement and when _ of the best of the three advertisements presented 
both kinds are tastefully blended, the value is here, although not the best managed as to type 
magnified several times. display and layout. 

Probably there is no way to exactly meas- This advertisement theoretically should have 
ure the relative merits of advertisements with sold more goods to one customer than either of 
and without illustrations, no accurate money the others. This because it specializes on goods 
value measure, at least. But there is always which supply needs of the same general kind— 
the certainty that good cuts will do no harm, _ sports and traveling goods. It is quite possible 
even if they do take up a little space which that one customer might need something out of 

; might be occupied by an extra item or two of each section of this advertisement and buy it be- 
Women's and Misses’ Tub e ° . . . 

Dresses, 745 merchandise. Most retail advertisements have cause of the association of needs, 

: | too many items in them anyway and that puts 
an extra merit to the credit of the illustrated 


5 fl tion to read. headline? The customer does not have the store’s 


Unequaled Collection of Underwear for Every Need and Ever: 
that are Dependable in Quality and Amply Made for Comfort 


s 
Treced and Golflex Susie 
Reduced to $14.75 


800 Hand-made Blouses from Paris and 
i incommonly Priced 


J our present stock in 


este 
= 


$708 naas 


Orginality in Derign, bul also sn: 
into | 


Washable Silk Sports Dresses 
—$25.00 : 


for Women and Misses 


Businesslike and Interesting 


| Svadvertisement. The advertisement in which Baby Week is the 

| feature looks at once businesslike and interesting 
Boys’ Wash Suits— - = | . ’ ° F ; 
Toone 2 pelea al a Excellent Seasonal Appeal In the infants’ section there is an array of mer- 


In each of these three advertisements there chandise difficult for mothers to resist and it is 
is evidence of thoughtful planning. Each, presented in a practical, sensible manner, includ- 
though differently departmentized, has a spe- ing the introductory directly beneath the illustra- 
cific seasonal appeal calculated to get the tion. A single division of a store’s stocks pre- 
greatest amount of positive reaction from the sented as this one, always results in sales in other 


i 
fs 
i 
i 


f 


re 
a! 
at 


atten eee Linens in the Annual June Selling | 
fairg oweebew nd White Gimme, Bs Extranrdinary Preparauon bas bout made to have an Uncommoaly Fine 
Collection at news for Use June Selling at Moderate Prices 
Pas 7 


| Resetcpeed Wie ral Bina Trine we a ee te Was Shorty of Fes: 


greatest number of customers. departments of the store. No doubt this was the 
In the one headed “Lingerie Priced Spe- case when this advertisement appeared. 
cially for June Selling” the descriptions The other departments represented fit in well 
reflect the season in terms the customer with the feature both in subject matter and treat- 
ee ral would understand and appreciate. Prac- ment. 
| tically every paragraph has a reference There are just about enough text, items and 


to the use, the beauty, quality, coolness illustration in this. advertisement and it suggests 

pare judgment and _ skill 
7 ~—soon_the part of the _adver- 
Hlint & Keut PME og Pica oa-eer et |  tising woman as well as 
. close co-operation on the 
part of department man- 
agers. 

These three advertise- 
ments would be classified 
as departmentized rather 
than specialized in treat- 
ment. It is possible that 
a store which can get 
business through this kind 
of advertising could do 


Requisites for Approaching Summer Days 


Ail-Wool Swimming Suits in Many Hues 


—n Copes to match at $25.00 


‘* 
Gentes Crepe Capes— $52.50 
With Goflars of Caracal 


and Growing 
nd upon the Raby of Teday. That 
"0 acquaint the Mott ire in 


Cothing Noa hare taen given mary than ordinary consideration in or Stared 4 the Teal ama re 
Sf Mag int to ch Iwill be worthwhile at lanst vee Ca Collections for Present 
Poture Nema 


The United States Government isues 3 Bulletin “What do Growing 


pret cites 
able from the United State ‘of Labor, '. L ‘Colorings |e complete + Fashionable Wardrobe 
Sen with them we wake this Babies’ and a's Weak and explott tut Merchandise {roc ve 7 5 
ee rary ae oF well with advertisements 
ees ee mete eee en | of a more specialized treat- 
penpals mete te es Pee Sees sone: ? : 
Se Se He, EE eneneae: | ment;. that, is, smaller 
— Marre Protectors 1-5 Sude _ ,Alapa' ws wal w Drawn Work nd Dam for Emieltahmest Price 
ZEEE. = (eis mre aera tree rmsoeacscs | Space run more frequently 
=. Tar Poiews BA a — Te | ¢ 
eer st. Bee a totes —_ eae ave and featuring only one or 
Gifts for the Baby ESS Toa egementarmarias mie wren | two kinds of items. This 
‘Te weleoms tcte the Wort CAN Grom one Powder $110 oe ‘Nop-Shrigkabhe ‘Washable Cleanly and & Worm wo Hand ¢ Ly 
Seereeepriancon EEE E EO sw eemtenuenm eng)  SUggestion is offered for 
Baby Pica, Sets of 2) Cigars -: 100 be jevenile orth Ale Orchid. or Brown 51 inches Wide; #150 Yar |) . . . 
BESo Sc oS Ese. Team 6©6Cwhat it is worth and is 
Seow eaieie Ad 1 aria pastes aes “Fresh Planae! for Blasers mae 
=o. - : “Baby's Slips, Dresses Git Orem. rang, fcr at Da ad: to, Srv i, Wit, Hen Oe actuated by the knowl- 
Baby's Tufted Jwoenile Suits Vie? Garment a 5 CT aches Wide; Ba | > ‘ 
gerete Sa ues galled eg BEIEMESNE May Household Needs From the Linen Section || ge that specialized ad- 
Satin Bren, Ory, Ra Rm. Perr Wi. Crm irom, Ching uh. Crepe da eld Mortal Serie Tare! en ee Ties arte Samer of Pine Unan vil fd Sateen ve cheng from Our | e x 5 
Soest See Beare SESE |  Vvertisements, if well writ- 


ett 


qi 
Lf 
* 
hy 


art Ins Dre re ide ten and run _ frequently, 


have a direct influence on 
turnover and volume, es- 
pecially just at present. 
Miss Sophie Alexander 
is the author of these ad- 
vertisements and while 
: tts she is comparatively new 
Maca) eadlnenibrolderen Weck | at the work, there is little 
Wee iret woe, nengews | OF NO evidence of the nov- 
ice in what she turns out. 
Many seasoned admen 
ae ee re eae would do well to study 
See ee eee ee HET WOLK, and: method, 


Children’s end Misses’ Footwear es “00 Up 


~ Woven by Wand in Bast india by the Nanwes r Property Stunt) 
sda on Natare’s Lat to pert Lite Pow te Grow 
Migs pe 


Ca. ROD Ret Deg and Qua Gaormas inst mae 
ee he rs te Tamas tae Yor Porches 
Sve Rocce Soping ting Roe 


tna wen 


are Wait 


= 
Hair Ribbons and 2108 Bod Spr Mauch 4a 66” so 
Sashes Wo Muakes Ct Bingie and Light Weardt Woah Fiat 


Hi 


f 


FE 


Hai 


Study these advertisements 
and compare them with some 
of your own as outlined here, 


A DN ER TelL3820NuG 


IDEAS 


A Variety of Seasonable Bait That 
to Make Pretty Good Fishin’ 


By Arthur Sinsheimer 


Dressy New Blouses 


That You Will Like 


Charming styles that reflect the 
newest modes in Fall blouses to 
wear with tailored suits. Just the 
sort of blouses that you have al- 
ways admired but never acquired 
because you thought them too high 
priced. This is a special offering. 


Editorial 


Misses Fall Frocks 
All Moderately Priced 


Delightfully youthful frocks of 
crepe-de-chine that are fashioned 
entirely as Paris would have them. 
They are all embroidered or fig- 
ured crepe-de-chine and in every 
desirable shade of the new season. 
Sizes 14 to 20 years. 


A Safe Place to Buy 


“Tooks” often deceive and it is only by getting right down 
under the surface of things that the worth of an article can be 
accurately measured up. And that is why the meaning of the 
words “high priced” is often misconstrued. 

This store never was and never will be a so-called “high 
priced place to buy.” It sells goods at a modest advance! over 
the actual cost. It sells tried and tested quality. What it does 
not sell is its good name for giving the customer full value 


received for every dollar spent! 


Quality for quality and price for price, the selling figures 
here stand for the uplift of public confidence and maintenance 


of permanent trade. 


We would rather lose a customer than lose our self-respect 
through “cheap” prices for “cheap” goods. 


Clever Little Dresses 
for Misses and Juniors 


Charming and distinctive frocks 
for girls and misses are shown now 
in a variety of becoming styles suit- 
able for school wear and for more 
festive occasions. 


Sees FD) 


The Smallest Things 
Are Most Important 


Sometimes the smallest things 
are the most important—so it is 
with handkerchiefs. These are 
stylish and in keeping with the 
vogue—colored fancies for suit and 
sports wear, white linen with em- 
broidered effects and a few of them 
are of sports silks. Specially 


iced. 
a ee 


Another Announcement 
by the Men’s Store 


A sale of men’s heavier union 
suits at an unusually low price for 
unusually good quality garments 
—all sizes and styles to choose 


from. 
4 ¢ 4 


Daintily New 
Philippine Underwear 


A special sale at unusually low 
prices—undergarments that every 
woman will enjoy wearing with 
their new Fall costumes because 
of their exceptionally fine hand- 
made quality. 


Friday Bargain Sale 


At Savings You Can’t 
Afford to Miss 


But once a week can you get 
bargains equal to these—here on 
Friday Morning only! Below is a 
list of the seasonable, desirable 
merchandise you can buy at great- 
ly reduced prices. Purchase what 
you need tomorrow and _ save 
money! 


Beautiful Foulard Silks 
Reasonably Priced 


A varied showing of pretty silks 
in combinations of black and white, 
navy and white, brown and white 
and tan and navy. A quality that 
sells regularly for much higher 
price than this special figure. 


A Remarkable Sale 
of Tailored Blouses 


Blouses that are designed for 
sports and street wear—admirably 
tailored and distinguished by their 
careful workmanship. There are 
sheer batistes, firmly woven pon- 
gees and dainty dimities—all at re- 
markably low prices for tomorrow. 


Card Wordings 


Ought 


A Little Clearance 
of Men’s Oxfords 


These were made to sell for 
much higher prices but broken 
lines created this clearance. What’s 
left are in good leathers, good lasts, 
and good styles; some with rubber 
heels and soles. The best choice 
toe early birds, of course. 


Feature Some of These 


There’s the charm of newness in our Fall Displays. 
For Style-Loving Enjoyment Seekers—Sport Coats. 
These Suits Are Guarantees of Autumn Fashions. 
Charming, Chie and Perfectly Styled Taffeta Dresses. 
There’s Grace and Comfort in these Skirts. 
Delightfully Pretty Blouses for the new season. 

The Supreme Sports Garments—Smocks and Sweaters. 


Prettier Hats than ever! 


And priced more moderately. 


There’s the Spirit of Youth in these Hats for Children. 
Fashionable and Comfortable Dresses for Kiddies. 
Children’s Wash Frocks that Laugh at Hard Tubbing. 
Undermuslins of Inviting Freshness in Many Styles. 
Petticoats, Specially Pretty, Specially Priced. 

A Host of Wash Skirts Reduced in Price. 

How Little 'These Beautiful Suits Cost Now! 

Boys’ Wash Suits Underpriced—a Temptation to Mothers. 
Lovely Waists Bargain Priced for Today Only. 
Extraordinary Prices on All Late Summer Apparel. 


And Now for the 
New Fall Neckwear 


Hardly ever did a new season 
bring such wonderfully interesting 
neckwear. And the best of it is, 
you'll be delighted with the low 
cost of any of this neckwear you 
choose. 


Examples of Merchandise Descriptions That Can Be 
Easily Revised and Used in Your Daily Advertising 


GEORGETTE CREPE BLOUSES $4. 


One of the white Crepes 


has collar, over-collar and fichu front of palest pink. Another that 
comes in navy, trimmed with biscuit, flesh with white or white with 
flesh, is opened back, the front in slip-over effect; collar, cuff and 
front lining in contrast. 

ENVELOPE CHEMISES 50c. Trimmed with lace insertion, or 
with embroidery edging ribbon run; or attractively lace-trimmed; 
some with embroidered medallion and lace insertions. 

SPLENDID CORSET COVERS 65c. A wide variety of stylish 
new conceptions, lace and embroidery trimmed, or just embroidery, 
or lace-trimmed and with lace sleeves. 

PRINTED BATISTE 20c. A YARD. Regularly 28c. A finely 
woven cloth with dainty floral effects in pinks, blues, helios, greens, 
etc., also in black and white, 30 inches wide. 

BOYS’ TWO-TROUSER SUITS $4. Good looking and well made 
with pleated back, plain front and patch pockets. Fabrics are sturdy 
cheviots, in dark serviceable colorings. Knickers fully lined. Sizes 
8 to 16 years. 

SERVICEABLE CLOTH SKIRTS $3. -In stripes or checks with 
shirred back under a belt and patch pockets. Or of serge, navy or 
black, with the much desired shirred back and belt and flap-trimmed 
pockets. All sizes, waist measure 23 to 30. 

MISSES’ TAFFETA DRESSES $10. Dainty models copying al- 
most exactly those which have been selling at $18 and $20. Made of 
taffeta with the sleeves of Georgette Crepe. In black, navy, gray, tan 
or blue. Sizes, 14, 16, 18 years. 

WOMEN’S SUPERIOR QUALITY GLOVES $1.50. French Kid 
Glace Gloves, full pique sewn, two large pearl clasps, rows of silk 
embroidery, in white or black, self embroidered; black with black and 
white embroidery; tan with black and self embroidery; white with 
green or helio embroidery. 

LITTLE TOTS’ DRESSES 75c. Of pink and white or blue and 
white striped gingham with belt and trimming of solid color cham- 
bray to match; in sizes 2 to 6 years. 

WOMEN’S FALL COATS $17. 


Of wool poplin, blue, black or 
tan, with contrasting color stitching at collar, cuffs and footing. 
Shirred in the back, with a narrow belt ending in tassel, holding in 
the fullness. All silk-lined throughout. 


Pongee Bloomer Dresses 


for the Outdoor Girl 


These bloomer dresses are made 
of fine imported silk pongee of a 
very superior quality that lends it- 
self so readily to girl fashions of 
this new season. 


4 4 4 


Quite an Assortment 
of Hand-Made Trimmings 


It would seem that the dainty 
patterns of these embroideries and 
laces have been patiently wrought 
by fairy fingers and considering 


’ the perfect workmanship and sheer 


materials, you will consider the 
prices very moderate. 


a Jeet | 


Now for the 
Tiny Tots’ Coats 


Very pretty little Fall modes 
present themselves for wee girls 
of two to six years. And hardly 
any mother can resist the tempta- 
tion of purchasing one at such a 
little price. 

4 4 


Here’s a Snap 
on Men’s Suits 


In plain navy serge, tweeds, 
herringbones and mixtures. Every 
suit in the lot owes its value to 
its make, its good tailoring and its 
smartness of line, and at this price. 
A snap. 


After-Supper Sale 


Saturday night your shopping 
here will be wonderfully profitable 
for you. Several different excep- 
tional values that 
will be featured 
for this After- 
Supper Sale  to- 
morrow night 
only. Just the 
goods you need 
most are marked 
with lowest prices. 


| 


if = 


4 alll til ; dh, 


Advertising Ideas 


AND SALES PLANS FOR OCTOBER 


AT 1 
l Nv 


N ( 


. 3 “| ih oS ~~ 


[ Teerneranrd 


‘ 


Were Getting Into Colder Weather—It Will Pay 
To Warm Up To Some of These 


Hallowe’en Party 


It seemed like Wolf & Dessauer at- 
tracted every child in Fort Wayne to their 
Hallowe’en Party, which was held in the 
big auditorium on the sixth floor of the 
store. Toys of every description were used 
as decorations—do you get the big idea 
with Christmas only a short way off? 
What an introduction to the toy depart- 
ment. Only those young people were ad- 
mitted who were accompanied by older 
folks, and the entertainment was in charge 
of a principal of one of the local public 
schools. And it all worked out beautifully 
for the Toy Department. 


i * a * 
Windmill Advertising 


The H. M. Horton Company of Canton, 
Ohio, is making use of an adaptation of the 
old windmill idea to call its store to the 
attention of all who pass a junction of two 
main automobile roads. The sign is 
mounted on a structural steel tripod which 
revolves with the wind, displaying each of 
the eight individual posters—two on each 
arm of the windmill—in succession. The 
individual signs are five by ten feet and 
give the Horton Store 400 square feet of 
animated advertising space at small cost. 
Worth thinking about, isn’t it? 

59 O) eee 
Unique Monthly Billing 


Another little advertising idea that all 
of us may not be able to use, but those of 
us who can may find it to be a good creator 
of interest well worth consideration. The 
Pueblo Company of Pueblo, Colo., sent 
out what was apparently a monthly state- 
ment to all past customers who failed to 
patronize the firm during the previous 
month. But the billhead, instead of show- 
ing the sum due the firm, remarked in big 
letters: “Gosh! your account with us this 
month is zero.” A clever cartoon and a 
little note at the bottom telling about some 
exceptionally special merchandise made 
the whole thing very interesting and drew 
many of the old customers on a real buying 
rampage. 

ie ee ee | 


Greasing the Works 


The D. H. Holmes Com- 
pany of New Orleans have 
a good system of oiling the 


brains of employees by offering small cash 
prizes for the best ideas telling of new 
ways to sell goods in their various depart- 
ments. This little method creates a new 
interest among employees—and from this 
standpoint alone is worth your careful con- 
sideration. At least, it wouldn’t cost you 
much to try it. | ede 


Boys and Radio 


The more you read over this one, the 
better you'll like this practical idea. When 
the Partridge Company of Boston, Mass., 
were ready to start their fall drive on radio 
goods, they put up a special booth and 
placed two very bright boys in charge of 
the radio demonstration, with the result 
that sales were kept moving at high speed 
owing to the fact that the “youngster” 
salesmen were smart enough to realize that, 
as boys themselves they knew just what 
points would appeal to other boys, and 
they stressed these to good advantage. 
Boys like to talk it over with other boys— 
they speak a sort of “brotherly language” 
when it comes to merchandise, especially 
when it comes to building radio sets. 


* 8 Fk * 
Identifying Salespeople 


An idea used by the Kaufman & Baer 
Store of Pittsburgh, Pa., in their furniture 
department might be adopted to advantage 
in other departments of other stores. 
“Lookers” often return with a determina- 
tion to buy, and they prefer to be waited 
on by the salesperson who showed them 
the merchandise on their previous visit to 
the department, but almost invariably had 
forgotten to ask their names. So—post a 
bulletin board at each department with 
small photographs of the salespeople in 
that department with their names directly 
under them. Just think about this for a 
minute and see if you can’t imagine the 
wonderful personal contact between sales- 
force and customer this idea might develop 
into. 

were ae 
Free Suits 


To attract children’s trade, one promi- 
nent store published a very difficult prob- 
lem in arithmetic and offered suits of 
clothes to the boys turning in the first 
three correct answers, and for all other 
correct answers a $1 merchandise certifi- 


cate. A public presentation of the prizes 
was made on a Saturday morning but the 
names of the winners were not published 
in advance. Consequently, almost all of 
the youngsters in the city, it seemed, came 
to find out if they were the winners—and 
they brought their mothers along with 
them. This is just another way of creat- 
ing enough interest to get the customer 
into the store. 
iy Ma aes 


“On the Square”’ 


“To sustain daily interest in our store,” 
says a retailer, “we conduct ‘on the square’ 
sales each day. A large ‘Bargain Square’ 
on the first floor is used for the purpose, 
and the slogan, ‘On the Square,’ identifies 
each advertisement. Experienced and alert 
salespeople have been chosen for the 
square and each day a different item is 
offered. Small advertisements, uniform in 
size (three columns, six inches) are used 
each day, and the response has been re- 


markable. Everything from doll wigs to 
women’s coats has been sold ‘on the 
square’,” 


—try it. 
Clearing White Elephants 


Disposing of the season’s odds and ends 
is a rapid and profitable business at the 
Wade, Lietz & Grometer store, Aurora, III. 

Every year this firm stages a great Red 
Tag Sale. The town is placarded with ads, 
the newspaper allowance is doubled, and 
red tags are hung on every doorknob. 
Then begins the great knockdown. 

The original white tag is left on all 
goods to show the former value and beside 
it is a red tag giving a price so tempting 
that none can resist. 

After the sale has run for a certain 
length of time so that practically every- 
thing is disposed of except undesirables, 
they stage a White Elephant Sale. 

“White elephants” in a store are costly 
because of the shelf room they consume, 
and this firm has found it more profitable 
to let the things go for next to nothing 
than to carry them over from year to year. 
This is only one variation of a regular 
mark-down sale which helps to move “lin- 
gering” merchandise but the idea will prob- 
ably suggest many other ways of staging 
sales under different names but bringing 
the same clearance results. 


AD VeE-RZT IT Stian 


G 


IDEAS 


This Is Written as a Suggestion to Whoever 
Has Charge of Salesmanship and 


Early Fall, of All 
Seasons, Is the Time 
When Daily Adver- 
tising and Individual 


Every store manager knows the value of good 
salesmanship as the fall season opens up. He also 
knows the value of good advertising. New sea- 


Salespeople in Any Store 


seasonable items. Two seasons meet in this ad. 
It is dated Sept. 17, and has new goods as well as 
clearance items. It requires the same kind of 


Selling Effort Should son business depends for its start on the interest selling as the other ad only a little more of it. 
Dovetail in Every the public has for new goods and service in keep- The Home Store.—A new season advertise- 
Department ing with the new goods. ment featuring dress goods and accessories. 


If Waites Illustrated Store 


Friday, September 22 


Woes sad Chdtre's Wenring Apparel, Ory Gone ont Wt 
pas, Carpnte Rage and Howe Fer amtunes. 


Daily Bus 


News ! 


Selling depends on individual members of the 
store salesforce. It is individual because custom- 
ers are individual. While a $50 sale is being 
made at one end of a counter a 50 cent sale may 
be lost or poorly carried out at the other end. 


Customers come into stores with definite ideas 
of what they want after reading an ad like this. 
It is a type very commonly used in the middle of 
the fall season. It is dated Sept. 11. 


sinexs Hours—Open at 8:i0—Close at 6:00 


But between these extremes is the happy me- 
dium—making the best of every sale from 10 
cents to any amount upward. 

Store advertisements have their influence on 
every sale made in early fall. This influence is 
easy to divide into facts so it may be recognized 
in relation to the goods and the department 
where it is carried. 


i 


4 -ponmesinmm: SS OS PG 


ht A ir ; os | 

Salespeople are invited to look at the four a “Autumn Tri immings | od 
advertisements on this page. Each represents a Z With All the Colorful i WA j 
sensible principle on which to build good sales- Iridescence of the Peacock . 4 
p p g 


Trimmings, tremmuings every | 
where! 


manship and while they are a year old, and ap- 
parel styles have changed somewhat, the idea and 
selling value of the ads remain true to form. z | 
These advertisements are typical of the kind 
that should be planned in the schedule of every 
average store during this season of the year. 
There is no moral. Just this suggestion: Adver- 
tisements are the place where customers’ wants 
and the goods to supply them meet. A fine place 
from which to draw salesmanship lessons. 
Waites.—A fall announcement of new styles: 
Sell the items mentioned just as if the cus- 
tomer had read the ad in your presence, right in 
the midst of the new apparel. Why? Because 
customers get just one kind of an idea out of a 
fall announcement: New goods and new styles. : 
That is what the customer has in mind when she S 
asks you to serve her. This ad ran on Sept. 23. 
Rudge & Guenzel Co.—Early fall clearance. 
When a customer is brought in by this kind of 
an advertisement she is after what is left of sum- 
mer needs and is interested in early fall needs. 
Try to show her what she wants and do it as 
well as the ad did it. She knows new goods will 
soon appear and her purchases will be made ac- 
cordingly. This ad ran on Sept. 1. 
Hales—A middle of the month offering of 


Paris, the fountain head | $2.95 a Pair i 
of fashion, is as audacious in | er 
dress adornments and embellish- eae tae iI 


| 
ram eae 


at Leia 


ments ax she ever was —and 
America has again turned to the 
Parisienne for inspiration, | 


Hats for a Woman Who Understands 
jer Own Pergooalty, 


McCallum's 
/ Pure Silk Thread 
Hose 


$2.95 


1S HyMTTNOC SHUNNING RAahint 


a enn 


/ Wy 
» 
| ] 
i 
F 
5 


Resplendent Silks 


Suggest Costume Richness 


Soy 4 ya i i} 
""" Beautiful Hand-Made || | 
: Lac | 


Pres mart at 526.00 


FHL Hala 


TTI aaa 


|The Six Best Sellers As Concern 


Woolen Fabrics ete 


Charming New = || 


El 
& 


{ || NECKWEAR || 
E rot hte || That Giver a Fresh |! 
9 9 peed || Tone to the Outfit | 
|| woot, vevours | niet inven | |] 2 | 
1 i | era EXTRA | COSTUME | SHIRTING |) 
H = ||: zone | ff dissa¥ yard VELVET SILKS 
= : fo oral] 
| TRICOTINE—Special—S4.95 the Yard Ws $295 Yard $1.50 Yard 
| A Special During the Fore-Week | nist wee | Vestees-Collars |) | — 
aYard |) |] sMotchedSets. || || etre ee] See eoreg = 


Matched Sets | Ph ge clin | 

(| This ; 
; New One-Strap - 
& | for Afternoon Wear 


STUCm OT ee mney Te TC MMIC WRC OWI nL oa ea 


7 


H iG NEWS =e SAVINGS IS THA STORE NEWS FOR FRID = 
|| seve riddonce! FINAL, oeroseu in ‘Save i in SP kerk The Surest Way is to aRH Here 
{= feng ht | : Our New Autumn } 
: 85 er OMe c =nd-o"- Hats | Re iteraepershace: aan yu2tgs Prone 3100 ‘Stylish Stout’ Corsets 
same lic Mave a Decided | i penn yb or for Full Figures 
Friday. 
; ; . 7g AN ss 
i ‘Remnant, Met ara roe eal aw a8 am: Sy 
Day +] 7 Prices 810 to. 615 Niue r ga 
stan vey wean ray we ¥ | 
f “ Pais be AS 
| See hR 1s, 5.00 
ligt to Y, off | Last-o’- i: 0 Cater Sale af ae Ss | Clearance of Remaining Lots + Gre ae oe Bath Rol Special $ 
leo ond Children’ $ Silk and Corea Dresses |< S) ws Wash Dreeses As 
Community | than 55. 00: >is a Sot te Th l 
pe dew ye te aS 1 : An Astonishing Sale of big bd Meteyials M Gesd 
| ‘ | i on c lew Arrivals in t. 3 
Af okaeN7 | Con Fity ad Take BabyCaniages | Lamps and Shades i a Dan 5 way it will be 


at VYrice 


One Price $39.75 Complete 


| Children’s vam Final Clearance prep pS fe ree 
\ School Dresses }-¢ 88 Cotton 


i} : shed 1- -3 tw 1-2 of Summer Dresses 
tit “ | = 
| 


$5.00 


ter ae tee - 
Featuring the Lloyd Loom 


your own ads 
Woven Baby Carciages - 


partes at Eo _at 4. 
Save to 4 Price—Frid: : 


New Black : Satin Pumps on this Rese 16 
The Season's Most Fashionable Foofwear | 
for Afternoon ond Evening Wear 


Clearance. Final! 45 
Silk and Sportswear = 


toe Se | SKIRTS »85 
l 


% eet sre to let us have 
Many of These Lamps and Shades 

Separate are Worth the Price We 
Quote Se! 


Final Clearance 


Coie 3 Dresses 


Skiees at 
HALF PRICE at 


them — we’re 


ready for them 


Sale of 


or aes ‘Flannelettes for Winter Wear In the Downstairs Store 
| ry Special— = I Leather Bags Note the Example Values Quoted Hereunder Hosiery Prices That Compal Attention whenever you 
“| Gingham Petticoats The Homliest Woman $3.95 “ 

Ansther Group of One-i-e Sigs In the World ° 


DRESSES 


this Final Clearance Sale 


at 4 Price 


have the time 


ceri Ses ; ac) bs | 


Sd and ambition 


Blankets and Comforters to send them. 
Attractive W< 


3 prs. ae 3 _prs. 60c 


“Rudg ge & Guenzel Co: seers ees 


Time to begin Art Embroidering 
for Christmas—Some Suggestions 


Podge Aprons, Nigbiquens tcd Bangulew Drouses 


6 | prs. “350 


sere 


One needs but to sce to be an 
enthustastic admirer of Kern's 


| Luxurious 


FUR TRIMMED MODES IN 


| Coats and Wraps 


dise 


ty 


mind. 


ERNST KERN —— —————-—-- 


i 


-consider 
the flapper’ 


“Delectably Tantalizin 


--“her” new chapeaux 


--“her” Fall footwear 


¥3 
--sher” new tailleur 


ad tae new Fall | frock 


ERNST KERN COMPANY 


Weodword Avenue at Gratiot—Deproit 


ADD WeEeR. Deles sl oNiG 


g Distinctive!—All the Way Through From the 


IDEAS 


Main Idea to Its Final Expression 
These Advertisements Are 


Technically Perfect 


By Guy Hubbart 


There may be a question as to how pow- 
erful “distinctiveness” 
ing goods. 
is powerful. 
its power is easily measured in its relation 
to other devices of the advertising man— 
oddity for example, or pronounced display, 
novelty of arrangement or of illustration. 
It is more powerful than these and their 
more common counterparts, freak prices, 
overstretched statements of quality and 
value, boasting and invidious comparisons. 

Distinctiveness, moreover, may be ap- 
plied equally to every phase of an adver- 
tisement—pictures, ideas, copy, illustrations 
and arrangement. 
the other devices. 
one phase, thus usually throwing the others 
out of proportion. This point is of itself 
sufficient to recommend distinctiveness in 
the treatment of an advertisement, espe- 
cially one which features quality merchan- 
in style and fashion departments. 
There are other recommendations: 

Distinctiveness enables the store to 
make its appeal at less outlay of space and 
money for space—two different but closely 
related expenses that should be kept in 
The reason for this is simple but 
not so fully understood in many quarters 
as it might be. 
a series of them, with a decided touch of 
distinction will be read by more people of 
a class, more classes and with more interest 
in the mere reading than an advertisement 
with no mark of distinctiveness. 


What Gives Distinction? 
There are not more than twenty stores 


is as a factor in sell- 


But there is no question that it 


Also there is no question that 


This is true of none of 
They must be applied to 


A single advertisement, or 


in the United States whose ad- 
vertising is consistently dis- 
tinctive. So it may be of in- 
terest to all but the twenty to 
know what a distinctive ad- 
vertisement is like and what 
makes it that way. 

As good examples of true 
distinctiveness four of a series 
from the Ernst Kern Company 
of Detroit are reproduced 
here. They ran recently in the 
Detroit newspapers and the ad- 
vertising man who produced 
them is Mr. A. C. Silverman. 

What is the first element 
of distinction in a retail adver- 
tisement? A likeness of treat- 
ment but notasameness. Ex- 
pressed in terms of these four 
advertisements, the quality of 
likeness is the same, easily 
identifiable in all four, but the 
execution is different—enough 
different to allow each adver- 
tisement a share of distinction 
but a difference of expression. 
This is brought about in part 
by the difference in illustra- 
tive treatment and type display 
and by a difference in subject 
matter and general theme. 

For example, at first 
glance, the top illustrations in 
all four advertisements look 
like the same figures and cos- 
tumes. All four are very dif- 
ferent in the style of costume 
shown but the pictures were 
executed in the same technic. 
Notice them closely and you 
will see. 

Again, the themes of each 
advertisement are the same— 
smart clothes for smart wom- 
en—but the subject matter 
used to illustrate the theme is 
different in each. The main 
captions indicate this: “Just 
about Kern’s Smart Apparel 


for Smart Women,” “Consider the Flap- 
per,” “Reflections in Fashion’s Mirror,” 
“One needs but to see to be an enthusiastic 
admirer of Kern’s luxurious fur trimmed 
modes in Coats and Suits.” are the captions 
in the order in which the advertisements 
appeared in the newspaper August 4, 8, 12 
and 16, respectively, each four days apart. 
And, by the way, the scheduling of adver- 
tisements is worth a little thought and ob- 
servation. 

Four days apart in the same newspaper 
is just about the right interval for this kind 
of advertising. If these appeared in other 
papers it is likely they ran on alternate 
days. But it was not necessary to alter- 
nate them in order to get results. 

Price advertisements and all those whose 
appeal is more largely on the special sale 
basis live only one day so far as the special 
items featured are concerned. Distinctive 
advertisements continue to draw over peri- 
ods of two days to three weeks, not only 
the advertisements but the items advertised. 

There are several reasons why this is 
true but one is enough. Women who read 
this kind of advertising remember the items 
it features. They remember them when they 
see the garments as this or that advertised 
yesterday or last week. The reason again 
is simple. It is because the treatment of 
the advertisement is in keeping with the 
nature of the goods—distinctive. Or if it 
is plainer reversed, the advertising is dis- 
tinctive because the goods are. The latter 
reflect this excellence in the former. 

It is unlikely that the adman went 
through this process of thought. It was 
not necessary for him to do so because he 
is in the habit of thinking in 
terms of customer’s ideas rather 
than store ideas. Ninety-nine 


---Just about Kern’s 


Smart Apparel 


For Smart Women 


(poy Coats--- 


department store advertise- 
ments are written from the store 
to the store or its executives. 
The other kind is written from 
the store to the customer. 

There are many effectual de- 
vices which will put the cus- 
tomer’s viewpoint into adver- 
tisements and distinctiveness is 
one of them. Many distinctive 
advertisements reach this de- 
partment each month but none 
has reached it which are better, 
for the purpose, than these four 
of the Ernst Kern Company. It 
is quite possible there are many 
just as good which have not 
come to our notice. On the 
other hand, there are none too 
many considering the cost of 
retail advertising against re- 
turns from advertising. 

Other advertisements in the 
series were equally excellent in 
treatment and equally distinc- 
tive. It would be interesting to 
know the general effect of this 
campaign on sales. There is no 
doubt of its effect on the pres- 
tige of the store and the ready- 
to-wear department. 

More stores today need dis- 
tinction than have it; more need 
to understand the value of com- 
plete ideas clothed in appropri- 
ate phraseology. That is why 
this page is open to and devoted 
to the best as it comes along. 

This type of advertising 
would not build volume for a 
basement section but the 
method employed would. Every 
item of good merchandise is 
worth a good advertisement to 
herald its merits. 


tj 


RNST 


Ref 


Modes 


Revelations of Beauty 
vee 


Woodward at Gra 


octions 


jan fashion: Ss 
mirror ~~ 


VAutumn 


KERN COMPANY 


of—Ronderrnus of Smart Wo 


Women’s Autumn Suits 
At a Reasonable Price 


The woman in quest of a 
strictly fashionable and service- 
able suit will find many to choose 
from within her price limits at 
these reasonable pricings. 


as 


Smart New Millinery 
That Is Attractive 


A wonderful opportunity to 
buy a beautiful high class hat at a 
price which is awfully low for new 
season style. 


| Fk A 


On the Sales Tables 


For Tomorrow Only 


A clearance of odds and ends 
of stamped articles, including cen- 
ter-pieces, lunch sets, pajamas, 
doilies, towels, pillows, scarfs, 
etc. All at special prices. 


4 4 4 


321 Wraps and Coats 
At a Special Price 


Supreme in beauty and style, 
fashioned of fabrics luxuriously 
soft and rich — garments of a 
smartness that will suit the most 
captious taste. 


92-9259 


A Dozen Specials 
For Monday Morning 


Carefully selected from our 
regular stocks and reduced in price 
for one day’s selling. In every 
instance the Monday price is be- 
low the new price level. 


"Serre 


The New Frocks 
For the Fall Season 


Paris aptly demonstrates her 
creative supremacy through the 
new ideas which she has sent over 
for the woman of fashion this fall. 
Come and see these new dresses 
and frocks—at interesting prices, 
too. 


After Supper Sale 


Some store friend asked us the 
other day if we weren’t tired of 
running these special Saturday 
night sales—of selling goods on 
such small margins of profit— 
sometimes at no profit. 

We answered ‘‘No’’—decidedly 
no!—we consider it the best store 
policy we ever inaugurated—it 
brings hundreds of shrewd, thrifty, 
prudent people in—teaches them 
the economies of this store—the 
dependableness of its merchandise. 

Tired of them? No. And we 
have been as untiring in prepar- 
ing this week’s bargain lists as when 
the first After Supper Sale was 
started. 

(List Items and Prices Here.) 


AD VtE VR Dales AINsG 


When Huntin’ Around for Big Game You 
Might Take a Few Shots With 


IDEAS 


This Ammunition 


By Arthur Sinsheimer 


Some New Season 


All Wool Sweaters 


If it weren’t for a special cash 
purchase, it would be impossible 
to offer you such sweaters as these 
for anywhere near the price we 
have marked them. 


ead ks 


Women’s Silk and Cloth 
Capes, Wraps and Coats 


Direct copies of costly import- 
ed models of Parisian origin. This 
is a collection of style garments 
that every woman should examine 
for a knowledge of what will be 
in favor this season. 


Good Looking Shoes 
For Men and Boys 


Bench-made shoes of world- 
wide reputation for quality, de- 
pendability, style and comfort. 
Shoes of a sort that are seldom 
offered at such moderate prices. 


Pak bh, 


Better See Some 
Of These Petticoats 


Just ordinary petticoats would 
not do at all to wear with your 
new gowns—so here you have 
some really fine models to select 
from. And priced very little dif- 
ferent from the ordinary. 


Here is one of those letters to send customers who have not 
bought goods recently. Read it over carefully and then re- 
vise it to meet your local needs. 


Dear Madam: 


Our records show that on (date here) we sold you a suit for (price 
here). We would like to know if it was satisfactory—if it met with 
your ideas of fit and style and if it gave you the service you had 


reason to expect for the price paid. 


We are now ready to sell you your Fall apparel and we most 
cordially invite you to come and see the many lovely styles we are 


showing. 


There are several coats and suits here that we believe 


will particularly appeal to you because of their graceful style and 
charming becomingness. We have just the size for you and can give 


you a faultless fitting. 


The showing of apparel we now present is one of the broadest, 


most comprehensive we have ever offered. 


It is a complete review 


of the season’s new fashions which we are sure will prove exception- 
ally interesting to you. We hope you will come to see it.soon. 
Assuring you of our appreciation of your patronage, which we 


trust will be continued, we are, 


New Bungalow Aprons 


At Moderate Cost 


An attractive assortment of 
bungalow aprons of various styles 
that will protect your better gar- 
ments and look mighty smart 
while working around the home. 


Bend aN 


Infants’ Pretty Slips 
and Dainty Dresses 


Here’s a wonderful variety that 
does not limit any mother of mod- 
erate means to a few ordinary 
styles. And the values are better 
than you would find even after 
tiresome searching elsewhere. 


45400 


Mighty Fine Rugs 
At Lowered Prices 


Our semi-annual sale of rugs 
offers you untold opportunities for 
refurnishing your home for win- 
ter. A wide variety at small 
prices to choose from. 


Aaah Baka 3 


A First Presentation 
of New Suit Styles 


Here they are—the new suits 
for early Autumn which you have 
been eagerly waiting for. They 
are just the models you'll like, too. 
Fur trimmed, embroidered or tail- 
ored, straight lines or rippled— 
there are suits here to appeal 
to every taste—and moderately 
priced. 


Very truly yours, 
(Signature Here). 


An Eventful 
Hosiery Sale 


This great semi-annual event 
calls out old friends and brings 
out many new ones to share in 
these great hosiery savings. With 
prices so low, it is the essence of 
good judgment and economy to 
stock up for months to come. 


0559459 


Formosa Pongee 
Lowly Priced 


About a thousand yards of this 
beautiful quality Formosa Pongee 
are on sale tomorrow. A soft and 
lustrous quality, suitable for dress- 
es, blouses, smocks, handkerchiefs 
and men’s shirts. Even this vast 
quantity we expect to go in a 
short time. 


Be en 


Some Underwear Specials 
For Women and Misses 


With wintry days but several 
weeks off, we suggest to every 
woman that she make her season’s 
selection of knit and muslin under- 
wear during this “lower prices” 


event. 
4 4 4 


Children’s Bloomer Frocks 
of Figured Organdies 


Delightful for “dress-up” time 
—yet equally practical to play in— 
are these becoming little frocks 
that will serve on many varied oc- 
casions. And note these prices. 


New Plaid Skirts 
for School Girls 


Just the sort of handsome 
skirts that girls will want and 
need for the coming school year. 
Plaids in brown, navy, black and 
tan—all at these little prices. 


oy O29 


Brassieres and Bandeaus 
Special for Friday 


Numerous models from which 
to choose will give you just the 
assortment you want, but the wise 
shopper will come early while the 
assortments are still complete. 
Excellent values, all of them. 


$a) 07% 


Silver Buckle Belts 
Moderately Priced 


The buckles are _ splendidly 
wrought with gold inlaid designs 
and the belts are of the sturdiest 
leather we have ever offered at 
this low price. Couldn’t you use 
one at this small cost? 


OVere 


Splendid Blankets and 
Other Bed Coverings 


At prices like these, women 
can lessen cost of supplying the 
extra blankets and comforters that 
will be needed when the cold 
nights set in very shortly now. 


079 


Men’s Handkerchiefs 
Of Pure Linen 


A box of six soft laundered, 
full sized with narrow hems and 
initial. At this price why wouldn’t 
it be a personal economy to lay in 
a good supply? i 


4 ¢ ¢ 


These Jersey Coats 
Are Specially Priced 


New Fall model jersey sports 
coats in all the popular colors. 
Made of the heavy quality jersey 
that, compared with the quality 
and workmanship of ordinary jer- 
sey coats, would make them sell 
for a great deal more than this 
price. 


After Supper Sale 


How big is a dollar? Depends 
on whether you have it or not— 
how soon you mean to let go of it 
—and what you intend to do with 
it. Dollars are biggest during our 
After Supper Sales—because they 
go the farthest and buy the most. 
See them grow tonight—from 7 to 
10 P.M. 

Such values—such prices—such 
chances to save money you have 
never known—because for three 
hours every Saturday night we for- 
get about profits. It’s our way of 
winding up the 
week—it serves the 
double purpose of 
a cleanup for us 
and a benefit for 
our patrons. 

(List Items and 
Prices Here.) 


———— ee Sr, 


ere cro. rr rC™—~—S—S 


ae f 


na UD J 


a nin 


AND SALES PLANS 


Advertising Ideas | 


FOR NOVEMBER 


Ht i\ 
lin ‘y 


mi ut 


wiht il 
H.te TTT 


PAS Te 


Lots of Times We've Been Thankful for Ideas 
Not Nearly so Useful as These 


Baking Contest 


A recent idea tried out by The Denecke 
Company of Cedar Rapids, Iowa, at- 
tracted a great deal of interest through a 
baking contest which was run for the do- 
mestic science departments of the Cedar 
Rapids schools. Denecke’s offered prizes 
for the best food baked by pupils of all 
ages as long as each contestant was at- 
tending school. Capable Judges were se- 
cured and a prominent space on the main 
floor of the store was set aside for exhibit 
of all entries. The competition was ad- 
vertised for nearly a month. At the close 
of the contest, the goods which had been 
offered last and were therefore fresh, were 
auctioned off and the money so obtained 
was turned over to the school board. To 
say that the Baking Contest went over big 
is putting it mildly, for the entire family 
was interested in “Gertie’s” pies and cakes 
—and the number of school children that 
entered the contest made a great many new 
family friends for Denecke’s. 

Boys’ Handicraft Contest 


Continuing the good work of making 
new friends is always in order, and how 
better can it be accomplished than by get- 
ting the younger folks started to your store 
for now and the decades coming? And the 
periodical inauguration of a contest for boys 
is always in order. Start one in which the 
young fellows may exhibit models of their 
own handiwork and give prizes for those 
models adjudged the best in various classes. 
Woodworking, clay modeling, bird house 
building—and last but not least—radio set 
assembling. These are but a few sugges- 
tions which you can add to the other things 
that come to your own mind. Give prizes 
in the form of cash orders good for the 
purchase of merchandise at the store. Ad- 
vertise the contest well but don’t advertise 
the winners. Invite the public to the store 
on the day the awards are to be made and 
watch the whole town turn out to see who 


won. They’re great attention getters— 
these contests. Think it over a bit and then 
try one. 


We'll Furnish the Turkey 


As we “hit” into the 
Thanksgiving season, we re- 
call a pretty good idea that 


was used by the Kimball Co. of Columbia, S. 
C., and here it passes on to you for what you 
think it’s worth. “We’ll furnish the turkey 
—you buy the range” was the slogan used 
for three weeks prior to “the big day.” In 
one of the windows of the store were dis- 
played a number of live turkeys which 
strolled around in the sawdust, and scat- 
tered in the window were also a few stoves 
and ranges of all varieties. And a big win- 
dow card announced that the company was 
giving “your pick of the turkeys” free with 
each range or stove that was bought. It 
certainly made a whale of a window display 
and from what we heard of the sales it at- 
tracted, the idea ought to prove enticing to 
a good many other stores wanting to push 
the sales of stoves of all sorts. 


* o* OF * 


Shop Early Essay Contest 


Here is a “shop early” campaign con- 
ducted by the Retail Merchants’ Bureau of 
Detroit, Mich., which could be easily 
planned and carried out by any store on 
its own hook to good advantage from a 
publicity standpoint. Every public school 
child up to ten years of age is invited to 
enter an essay contest, with twenty suit- 
able awards to be given to the children 
writing the best reasons why Christmas 
shopping should be done early. The entries 
are referred to a committee composed of 
three teachers and two store executives, one 
of whom is the advertising manager. The 
best essays being reproduced in the adver- 
tisements of the store. You can figure out 
the great publicity to be gained from such 
a plan for yourself. 


A Real Turkey Trot 


As a well advertised annual event, people 
for miles around gather before the Oliver 
Hall Store of Collinsville, Ala., the day be- 
fore Thanksgiving to witness this unique 
“turkey trot.” A ten foot tower is built on 
top of the Hall Store building and at a given 
signal dozens of turkeys are let loose. And 
not only is “findings keepings” but to the 
leg of each bird is attached a $1 order on 
the Hall Store for the “fixings” that go with 
the Thanksgiving feast. 

Maybe this is not your idea of a new way 
to attract attention and gather crowds, but 
you will admit that it makes things lively. 


Kids’ Togs Pageant 


That a style revue need not be just the 
usual fashion parade has been successfully 
proved by the Lasalle & Koch Co., Toledo, 
Ohio, in the semi-annual children’s style 
revues which it has presented during the 
last few years. For spring, a miniature 
White House was used on the stage as a 
background, and the authentic Harding 
Blue was introduced in youthful attire by 
the Harding Blue Kiddies. 

For the fall revue the idea of art in 
children’s dress was taken as a theme, and 
a perfect replica of the Art Museum, To- 
ledo’s most beloved and representative 
building, complete even to its pillars, its 
broad marble steps and the hospitable 
lighting of its cornice, greeted the audi- 
ence of 3000 or more which gathered in 
Lasalle & Koch’s Auditorium Saturday 
afternoon, Nov. 19, to see the much- 
heralded revue. 

The Libbey collection of dolls, dressed 
in the costumes of various historical 
periods, was transported from the Art 
Museum to the foyer through which the 
audience passed, for the occasion, and a 
marble bust of a little boy, well loved in 
the Museum, surmounted a column above 
the fountain, ’round which the tots danced 
on the runway. 

As the curtains parted and displayed 
the setting, little girls in the daintiest of 
costumes, representing flowers in the Gar- 
den of Art, came forth and pranced down 
the runway to the most enchanting music; 
five little fuchsias, a rose, a lily, a forget- 
me-not, a black-eyed susan and a tulip. 
Thus, the symbolism of the application of 
art to children’s dress was introduced, fur- 
nishing the theme for the display of girl- 
ish fashions that was to follow. 


There followed a charming pageant of 
children’s togs—coats and hats, frocks of 
gingham and frocks of silk, party frocks 
and play frocks, frocks French and frocks 
American—ending with pajamas and neg- 
ligees and good-night kisses from the 
youthful models. Fifty-three children, all 
from Toledo families, participated, and as 
each one made at least six changes of cos- 
tume, more than 300 models were shown 
during the hour and a half which the 
parade lasted. Why, the happiness of the 
kiddies alone made the show a success. 


AsD VERT DS AAN*G 


A November Object Lesson in Practical 
Advertising Salesmanship 


All Stores Try to Interest People in Certain Lines of Goods 
in November. Study These Ads and Then Watch Your Own 


Salesmanship is salesmanship any time of the year. This is plain to everyone from the 
youngest junior to the most seasoned senior salesperson. Principles of attracting atten- 
tion, arousing interest, creating desire, closing the sale are the same in one month as an- 
other. But three things always affect the use of these principles: (1) The kind of goods, 
(2) The kind of customer and (3) The season of the year. 

Included in No. 3 is the kind of advertising done by the store where you are employed 
as a salesperson. November is an important month; so are the store advertisements for 
November, because they feature the store’s special values in merchandise for that month. 
In other words, November selling ought to be linked up with November advertising. 

No doubt every salesperson who reads this has been told by several people to read the 
store ads. Department managers tell their own salespeople what is in stock, what the 
selling points of each item are and why each value is priced at a certain range. All that 
is helpful if you, as a department salesperson, grasp it and pay attention to it. 

The superintendent tells you certain things, so does the store head if it is a small or 
medium size store. 

Whether or not the adman tells you anything depends on the system of education 
used in your store. There is no question that he could give you some helpful points if 
he had the time, for, to a greater extent than anyone else in the store, the adman has to 
deal with customers—the same ones you have to serve. 

There is an advertising-salesmanship lesson in every ad the store publishes. To give 
you some ideas, four November ads are analyzed here. You may not work in any of 
these stores but that does not matter because all stores’ ads have the same purpose in 
November. They may not feature the same goods or the same departments each day but 
all are interested in the kinds of needs customers supply themselves with in November. 


Analysis of Hamburger’s, Los Angeles, Cal. 


This store featured in its last year’s November ads a big Thanksgiving sale. Notice 
the goods emphasized—linens, China, tableware, cutlery, dining-room furniture, etc. 
The lesson: People be- 
— gin to think of goods 
which are needed for the 
household as the date for 
Thanksgiving approaches. 
Your store has this type 


* 
A Store In Readiness For Christmas 


Winieeane otal hae Me 


| hk Ranksgiving B ge 


} Introducing @ New and Distinctive Design 


“Bridesmaid” Madeira Linens 


Madeira Napkins, 9.75 Dozen ef 


KINS, 


Va. 


oer Linen Doub le 


The wees 0 table Beams 


As a Pre-Thanksgiving Furniture Event—Ham barger's Offers 


itful 10-Piece William and Mary Dining Suite 


Be 


clothes in November. 


other store. 


Mantel Cle 


Hamburger’s Popular 
Gift Boxes and Baskets of California 
Fuits and Nuts 


ednesday Until Noon 


To Honor Marshal Foch, The Store Will Be Cl 


T HE KAUFMANN STORE * 


-- ears vantes | The Shepard Stores, Boston, al ae 


ing Tomorrms (Monday ~— 


Fashionable apparel for the Holidays | Mass. 


jes for Mises, Matrons and Children | 


ne of Their Quabiy and Siylis! | 
se They Are Specially Priced 


atl] Onw i the Dance 


of gifts. 
early. 


| Smart Coats | 


Gay Party Frocks New Radium Taf} 
4es ns Matrons 


Evening Dresses | 


store, or any other store. 


Beautiful Silk Blouses 
| | Reflect New Style Tendencies | | 
Jr tO a 


|| Fur Coats and Searfs | 


111 the Kowfimume Fur Salon Tomorrow 


vember. 


{}] 10.00 to 1850 
i} Tied ¥ 


sy | a salesperson. 


[ Chic Jersey Frocks @> 
| for the Junior Miss 
| 950 ; 


& : a Novelty Scarfs of Wool | 
pre wenn ety mere 10.00 and 13.50 
a) | | apr wate mat w mawe wrens | D 
- 7.50 to 15.00 1] 


[See eel | 


service. 


needs of all kinds of customers. 


of goods, your customers will want WIth we 
them and many other things. Study me 
your store’s early November ads Coe, ees arano 
as fast as the adman gets them Peper 
out. It will help you give Thanks- 
giving customers better service. 


The Kaufmann Store, Richmond, 


November outer apparel and 
furnishings are featured. Notice 
that the holidays are mentioned. 
This means that the adman knows 
people begin to think of holiday 
they 
think of them they will buy them | 
at Kaufmann’s, your store or any 


The lesson: If you sell ready- 
to-wear, furnishings or dress acces- 
sories, keep in mind that the ap- 
proach of Christmas holidays puts 
new clothes into people’s minds in 
a special way. They think of them 
as things to wear but with holiday 
celebrations in mind—dinners, par- 
ties, Christmas weddings, church 
events and so on. You can do bet- 
ter selling if you know what your 
customers have in mind. 
store ads tell you some things you 
might otherwise overlook. 


Your 


This ad was published 34 days before Christmas last year. 
can tell by the section headings; a great many items of personal and household use and a section 
Just think of the way these sections will interest people in getting their needs supplied 


IDEAS 


SSS SSS 


(The Whole Store Thrills to the H Holiday Spirit 


Per S. ©. “Novian” | 


Irish Li 


New Styles of © 
- [Dorothy Dodd Boots 


For Women 


Comoemence 
\a Spectat Display. 
and Sale 
Ai Uremont street} 
Front Cases 


First Floor 


4 Mareelns Lai of 


Canton 


fi 


Gray Switches aud 
Transformations 
9. 


i 
Gieatnsy 
115 = 1.65 “ag” 
j 


| fat 
E 


BAMBERG ER é CO 


© 7 Amerives) Goaeg) Seusac 


Read your ads and be ready to serve holiday needs. 


Bamberger’s, Newark, N. J. 


Store ads are full of the best kind of 


xe 


Notice what is featured. You 


The lesson: As the holidays approach, people, especially women, begin to think of things the 
members of a family need, also—of items needed for the house. 


They come into your store, if it 
carries personal and household goods, with the same needs which take them into the Shepard 


Although this ad was published Nov. 20, 1921, it is, as you can see, a distinctly Christmas ad. 
Notice what is featured. Many items which are both decorative and useful in nature—the best 
kind of November items. Your own store supplies the same kind of needs, even though it may be 
a much smaller store, hundreds of miles from Newark. 

The lesson: Certain kinds of items are more interesting than others the earlier part of No- 
This ad offers some excellent examples. People in your town have the 
same interest in these items and similar ones that people have in Newark, N. J. 
Get a line on how many of these items are in the department where you work as 


Store Ads Educate 


All of us want to be better salespeople and sell more goods and give better 
Knowledge helps us improve. 
salesmanship knowledge because they feature the season, its best items and the 


ADVERTISING IDEAS 


How Can a Store Be Departmentized 
In Advertising? 


Careful Examination of These Five Ads Answers a Timely 
Question—Notice What Is Featured in Each of the Five 


ene Be Closed Saturday Until 6 P.M—These Specials For Friday By Guy Hubbart 
A Store Brimful of Values and New Things! 
| game Se", |Women Seeking New Fall Apparel Will Find Values 


r | r, . 3 = ’ rs ‘, 
A Plenty In Our Ready-To-Wear-Sections | Is there a practical way of telling the public what ‘Now! Meyers Bros.’ Is Ready With Their-Last, But Biggest And Best 


is in stock without spending too much advertising (22=30..|' KE lye ~ See ] 
| money? This is one of the oldest and most frequently toa St, 

| asked questions in the dictionary of advertising quer- 
ies. It is not an easy question to answer because dif- 
ferent stores have different problems and because the 
conditions of stock are subject to quick changes. 

Only those answers are useful which carry with 
them tangible evidence by way of ads which do tell 
the public what is in stock. 

The five reproduced here from Meyers Bros., New- 
port News, Va., are good examples of departmentizing 
in advertisements what is ready to sell in the store’s 
stocks. 

Each of the five deals with a division of the store’s 
merchandise and emphasizes each division in a way 
which appeals to customers with many autumn needs 
to supply. 


| 


oe 


Specislly Priced Are 


SPORT HATS! 


Frocks $2 $1 WILL BUY MERCHANDISE WORTH $1.50. $175, $2 
Late ' AND EVEN HIGHER. IN FACT $1 WILL BUY ANY- 


THING ON THIS PAGE COME AND SAVE. TOMORROW: 


| Men's Pajamas $I 59 
# S 
Oreety Undergrad 
| Men's Unien Suits 
mae |<. 


tt A Furor Therett Be Tomorrow 
|| Over These New Silks and Woolens! 


wre LS Do st it 


Jersey Vests $1.95 


Skating. Uda for $1 


First Subject: Fashion 


Hu Valves 17 fer 


One of the ads emphasizes Fall fashions as it affects 
ready-to-wear and allied goods. 
This ad is excellent in appearance due to a well 
managed illustration and careful arrangement of 
| material. These things make a fine background for 
some very interesting and stimulating text. The 
copy would have been good anyway but the setting 
improves it, makes it more effectual. This kind of 
an ad would do just as much if half the size or twice the size, 
but the space used, five columns, is just about enough. Every 


well written ad with fashion as a theme advertises the whole 
store. 


| Note This! S 
lic Sa Baby's 
|) . Complete Layette 


Aiea Vai Sats toe 


! 


Nou un Display ut Meyers 
Athena Underwear for Fal] und W inter 


Merchandised: A Dollar Day 


Th Jnderwea, Womer Always ureter tu * -ombme 
Comton Warmit ind Quality at Exceptionally tou Price 


The second ad by date of publication features a whole store 
selling event—Dollar Day. It emphasizes extra values for the 
money but does not fall short of featuring the store’s ability 
to supply timely needs in seasonable goods. In effect on sales 


{ 

{ 

i 

| 

| 

| 

Cunning New Wearables Are | 
this kind of an ad is just the opposite of the one on fashion; Seon. SAE 

] 


ere In Our Baby Shop 


ete, the ansoctmont so larg 


¢ ard the merchandise of 


Ano. whok week © & de given oer tc ir Presentanon 
for Autumn 'Y22 ut Meyers Bros commenctne Monday 


> : . . Wamer, Wid Find fh Eeonomy at Nu Sacnhice of Quality lp 
the former brings a big day, the latter establishes contact with Cee Aes a5 Wes Tesi 
a broad class of customers. : 


In appearance the Dollar Day ad is about 100 per cent above 


Wor tie 
Maderia Wear 


ae the average specimens of which there have been thousands 
rN published in the past four years. Also it has a real idea back 
a of it as expressed in the three lines just below the caption. 


fil_—) : 
Te Wisest Mother. Know thar “Athena’ will Give then Chuldres 
: Twice the Wear of Any Other Brand 


Specialized: Baby Shop Featured 


The third ad is specialized in that it is devoted entirely to 
one department—the Baby Shop. Yet it is still in the picture 
as a part of a merchandising campaign. It tells what customers 
may expect in the way of everything for the baby and nursery. 

In treatment this ad reflects the methods used on the other 
two—excellent display, sensible management of type and well 
written copy with real ideas in it. In fact, if general appear- 
ance were used as a standard, it is the best looking of the five. 

Here is another specialized ad, devoted wholl 
the best example of the theme of this article—merchandising goods in ads. A woman can 
read it and make up her mind from the items just what underwear she needs and what her 
supply will cost. Practically every item in stock is typified in one of the descriptions of 
this ad. In view of the season—middle of Fall—this is indeed a timely announcement. It 


tells the store’s underwear story just when custo i ith it i 
) mers want to hea ; 
story of children’s underwear. gt an de as 


FYERS fl 


DEPARTMENT STORE ~ 


= 


y to one division of ready-to-wear. It is 


You are Thursday’s Ad for Friday 

invited : : eae" , 

i “ This ad carries the message of Friday’s values in a week which ended with Saturday as 
to have a holiday. It is an all-over-the-store ad but not crowded or over-merchandised. 

some of Ina way it partakes of some elements of the other four inasmuch as it includes fashion 
your ads goods, furnishings for men and women, dress accessories, piece goods and leather goods. 
analyzed : 

ee General Points of Excellence 

page at Besides their direct reflection of what is ready to sell, these ads have some general 
any time points of excellence. 


First come 
first served 


They are consistently good looking, a point which is worth money to the store because 
good appearance magnifies drawing power and sustains prestige. 

There are no comparative prices and no extravagant statements, 
gaged and attractively priced. 

Space is logically used and economically managed as to allotment of lines. 

Last, and most important, there are ideas in the ads and every section of every ad is in- 
teresting in so far as it is the function of an ad to interest. Interesting copy is always in- 
formative. And information is what the’customer is after when she reads the ads of the 
Meyers Bros. Department Store or of any store. 

The ads were planned and written by Lionel A. Mohnkern, advertising man for the Mey- 
ers Bros. store. 


Values are sensibly 


Distinctive Coats 
Exceptionally Practical 


” 


A happy combination of “style 
and “utility” is the dominant char- 
acteristic of this season’s coats 
which will so admirably meet your 
needs this fall. You have need of 
a coat now if you haven’t already 
purchased one so why not choose 
while our selections are replete 
with these newest of the new 
styles. 


We're Ready Now 


The Thanksgiving sales 
are now going on and this 
page of special items in 


linens, china, glassware, and 
general kitchen and _ house- 
furnishings ought to prove 


“pocketbookly” _ interesting. 
And just this added word 
about Christmas Shopping. 
We are all ready to serve 
your Christmas needs Now— 
Shop Early. Early in the 
weeks and early in the days 
for personal comfort and 
service. 


All That’s New 
in Separate Skirts 


With separate skirts always fa- 
vored, you will be more than ordi- 
narily interested in these selec- 
tions, especially since the displays 
are fascinating from the view- 
points of both varied assortments 
and attractive prices. 


| ok | 


Some Mid-Season 


Millinery Modes 


In keeping with the ever chang- 
ing whims of Miss Fashion, our 
millinery section presents a show- 
ing of hats distinctively new and 
stylish. Exceptionally becoming 
varieties are here at the following 
luring prices. 


Be PK, 


A Remarkable Collection 
of New Fall Dresses 


This assortment emphasizes 
this store’s ability to meet every 
dress requirement, be it a model 
appropriate for street wear or 
afternoon wear or for “dress” oc- 
casions. And doubly attractive are 
they at these costs. 


ROTH 


Silk Jersey Petticoats 
at a Trifling Cost 


Splendid heavy silk Jersey pet- 
ticoats in tailored and ruffle-trim- 
med models are now obtainable in 
all the predominant colors at this 
special price. 


4+ + 4 


Your New Corset 
and Your Costume 


These two items are so closely 
related that when you think of one 
you instinctively think of the 
other. Your corset must be so 
fashioned as to emphasize the 
style lines of your new outer gar- 
ments and for this reason you will 
find it advantageous to select from 
our stocks which include a large 
variety of models—a style and 
size suitable for every figure. 


ADVERTISING 


Werre Hitting Into the Rush of the Holiday 
Season—These Might Be Useful Time-Savers 


IDEAS 


By Arthur Sinsheimer 


Every Woman Admires 
Some Pretty Neckwear 


Here are some new styles that 
are arriving, constantly making our 
assortments of continued interest 
to those who desire daintiness in 
the details of their apparel. Re- 
cent shipments include— 


4+ ¢ ¢ 


Some Good Umbrellas | 
of Union Taffeta 


These are for men and women. 
Silk and cotton fabric, tape edges, 
silk case, white and amber tips 
and tops, amber and colored bake- 
lite handles, leather trimmed and 
many other styles to choose from 
at this special price. 


Smart Lace Trimmed 
Waists and Blouses 


Exquisite hand made French 
voile and Japanese silk blouses 
with real lace medallions that are 
set in with hand drawn work and 
beautiful hand embroidery are spe- 
cial tomorrow at these prices. 


: Pet et) 


A Special Offering 
of Beaded Bags 


Here is an exceptional display 
of some of the nicest draw string 
beaded bags we have ever seen in 
the market and we are offering 
them tomorrow in a wealth of ex- 
quisite color combinations at this 
exceptional price. 


Here is a Thanksgiving Proclamation that is specially written 
to occupy your newspaper space the day before November 
30th. It’s a booster for everybody and can’t help but create 
a general good-will feeling between your store and the entire 


community. 


To-morrow Is Thanksgiving 


Thanksgiving Day is a Public Inventory Day—a time to take stock 
of the bountiful supply of blessings which each one of us has received 
and enjoyed during the year—the Day set aside by Our Great Re- 
public to collectively and individually Give Thanks. 

As a Nation we have many glorious things to be thankful for, 
chief among which has been our leadership in the cause of Justice, 
Democracy and Good Will to all the Peoples of the World. 

As a City we have cause for thankfulness in that we have pros- 
pered under the guidance of the carefully selected officials whom we 
have duly elected to govern our municipal organization. 

As Individuals we offer thanks for the great personal blessings of 
health, prosperity and happiness which we have enjoyed during the 


year. 


And as a Store Organization we give thanks at this time to all of 
our good friends for the spirit of practical cooperation extended to 
us in our endeavors to serve you with the necessities of life and hap- 


piness. 


To be Merchants of Our City is a privilege which we hold 


very dear and for this reason we publicly express our Thanks in terms 


of heartiest appreciation To You All. 


Imported French Blouses 
at a Modest Price 


Beautiful hand made and hand 
embroidered silk crépe de chine 
imported blouses that are exquis- 
itely beaded can now be obtained 
in all the newest shades at the 
following moderate prices. 


be a? 


Linens for the 
Thanksgiving Table 


With Thanksgiving just around 
the corner and Christmas not far 
off, the demand for household lin- 
ens is at its height. We are meet- 
ing it with a big and diversified 
stock which will satisfy your every 
requirement. Here is a good idea 
of the present prices. 


6.50749. 


Japanese Reed 
Sewing Baskets 


Here they are in various sizes— 
roomy baskets in finely woven reed 
with mahogany finish. Decorated 
with Chinese coins, beads, silk 
tassel and ring handle. 


4+ 4 4 


A Complete Stock 
of Fine Hosiery 


Isn’t it advisable to supply your 
needs now for the entire fall and 
winter while you can obtain the 
styles and sizes at these moderate 
prices for high grade silk, silk and 
cotton, cotton and wool hosiery. 


Smart Sets in 
Collar and Cuffs 


Here is a new assortment of 
collar and cuff sets with combina- 
tion of Irish and Filet mesh lace 
medallions specially priced for to- 
morrow’s selling. 


pat Pra} 


Handsome Veilings 
in Attractive Designs 


Here are the newest notes in 
veils for the fall and winter sea- 
son. Designed for wear on most 
any occasion. All of the new mil- 
linery colors are repeated in our 
splendid selections, affording ex- 
cellent choice at small cost. 


+5 tare 


’Tis Now Heavier 
Underwear Time 


Men—you naturally want the 
best underwear obtainable for the 
price and in this respect we want 
you to know that we carry several 
branded lines which excel in qual- 
ity, warmth, fit and service. Bet- 
ter come in and look them over. 


4 ¢ ¢ 


Indestructible Pearl Beads 
Are All the Go 


And here are some beautiful 
chains of these indestructible pearl 
beads with 14 Kt. gold ring clasp, 
27 to 31 inches long, priced for 
special selling tomorrow at the 
following figures. 


f 


Gloves to Harmonize 
with Your Costume 


The key to “correctness” in 
dress is at your finger tips—in your 
gloves to be more explicit. Gloves 
chosen with due regard to the cos- 
tume are indicative of discrimina- 
tion and good taste. Our assort- 
ments meet every dress need and 
each pair embodies that quality 
which assures satisfactory service. 


Shop Early 


A good beginning makes 
for a good ending in Christ- 
mas Shopping—Start Now. 
Slow beginners are very apt 
to prove slow finishers and, 
judging by the mad rush 
every year during the last 
few days before Christmas, 
you can help us, help your- 
selves, help our delivery serv- 
ice and our salespeople by 
doing your Christmas Shop- 
ping Early—early in the 
month and early in the day 
—please. 


Stylish Fall Suits 
Priced Most Moderately 


When the splendid quality of 
the materials and the exquisite 
fashioning of the garments is con- 
sidered in connection with. the 
very modest prices asked, these 
suits have an attraction for misses 
and women which is almost irre- 
sistible. Take note of these. 


Paes FS) 


Here Are Children’s 
Novelty Handkerchiefs 


A good idea for Christmas 
gifts. Seven dainty little handker- 
chiefs in an attractive box, each 
*kerchief a different color with a 
different-day-of-the-week embroi- 
dered in the corner. Novelty edges 
in self and contrasting colors. 


0056209 


These New Blouses 
Will Charm You 


There is an indefinable “some- 
thing” about each blouse that dis- 
tinguishes it from the rest and 
gives it such potent charm for 
those who admire “distinction” in 
dress. And considering the excel- 
lence of styles and materials, they 
might well be termed “low priced.” 


4 4 ¢ 


Dress Accessories 
Are Important 


When carefully selected — 
gloves, neckwear, veils, hand bags, 
corsets, etc.—the result is appar- 
ent in an appearance both pleasing 
and correct. Selection here affords 
assurance of ob- 
taining the de- 
sired result, for 
assortments are 
very complete 
with the newest 
dress accessories 
the season has 
produced. 


ii iin 


etn 


iw anu 


Advertising Ideas 


AND SALES PLANS FOR DECEMBER 


lj 


Ms iN 
oN 4 | 


with) i 


E 7 Saas ON AG “ Oe 


runners 


Plan To Do Some of These Things Now 
Results Will Show in Increased Business 


The Gray Shop 


An idea in Christmas store service was 
inaugurated when Hamburger’s of Los An- 
geles, Cal., opened the “Gray Shop for 
Gifts,” which consists of separate little ad- 
joining stalls in which merchandise from 
every department in the store has been 
gathered for quick gift selection. Each 
stall is a miniature specialty shop by itself 
and enables customers to find any kind of 
Christmas gift without having to shop all 
through the store. A sort of “concen- 
trated” shopping idea that would work out 
well for any store during the rush of the 
last few days before Christmas. 


5 as, alae 


Free Pennies 


To attract the children to Toyland, the 
Rampe Store of Ottawa, Ohio, staged an 
unusual stunt when the management dis- 
tributed free 1000 new pennies to the kid- 
dies of the town who visited their toy de- 
partment. Of course, the time and place 
of the distribution was previously an- 
nounced in the daily. papers, and the man- 
agement couldn’t help but report that the 
stunt was a most profitable one. Wouldn’t 
you give $10 to get every kiddie of your 
town into your toy department ?—of course 
accompanied by a parent. 


* > ri Be 
Pay on Installments 


The sale of toys on a small payment 
down and the rest in weekly amounts, all 
to be completed before Christmas, is a plan 
that a good many parents will like, es- 
pecially those who want to buy their chil- 
dren the more expensive and better play- 
things but haven’t the ready cash to do it 
all at once. 

Yk SEI 


Christmas Square 


A new feature was introduced over in 
Newark, N. J., when L. S. Plaut & Co. in- 
stalled their “Christmas Square.” It’s a 
small squared section in the store where a 
different item at an exceptionally low 
price is featured each day until Christmas. 
For the first day, petticoats 
were offered, next day, chil- 
dren’s sweaters, then dolls, 
etc. Here’s a good idea that’s 
easy to carry out. 


A Monkey Show 


The Bullock Store of Los Angeles, Cal., 
by way of making Christmas one of the 
most festive occasions for the children, in 
addition to an extensive and elaborate dis- 
play of toys, introduced a monkey to per- 
form on the toy floor, which found much 
favor with the small visitors. To get a 
suitable name for the animal, a contest was 
staged and hundreds of children turned in 
their favored names. “Tricksie” was the 
name selected, and the children made al- 
most daily pilgrimages to the toy floor to 
feed peanuts to Tricksie—and, of course, 
viewed the Christmas display of toys each 
time they came. We understand the zoo 
will cooperate with anyone who wants to 
borrow a monk for this glorious purpose. 


ae fs 
kc *K 


Radio Help 


Feature a group of parts, at a special 
price, that will make a complete radio re- 
ceiving set, and with every purchase in- 
close an order which entitles the recipient 
to full and practical instructions for wir- 
ing the set at your radio department after 
he receives it as a Christmas gift. 


A Kindergarten Visit 


You can work up this idea yourself. 
Get the schools to send their kindergarten 
classes as a body to visit your toy depart- 
ment. Have the group in charge of the 
regular teachers and let one of your own 
salesforce act as “traffic officer” on the way 
to, and in, the store. Have the kiddies 
understand that at the blow of one whistle 
they are to start, two by two, in column 
formation. At two whistles they are to 
immediately stop. In this way your “traffic 
officer” can guide the class safely across 
the streets and through the store. And 
what a great time those children will have! 


kk Ok Ok 
A Radio Christmas 


Minneapolis did it, why can’t you think 
it over? Get several of your local mer- 


chants handling radio goods to chip in and © 


get a broadcasting license from Uncle Sam 
in order to render Christmas merchandis- 
ing stories of interesting nature to your 
local and out-of-town customers. If you 
can’t do that, get your present broadcast- 


-during Christmas business, 


ing station to turn over the use of same— 
for a sum of money—and give exclusive 
radio talks that will induce the inhabitants 
to install radio sets in their own homes and 
also make real Christmas gifts of them to 
friends and relatives. Wouldn’t that be 
great as a stimulator of radio sales? 


kK * 


Aisle of Gifts 


This was a feature of Christmas mer- 
chandising at the three department stores 
operated by Ed. Schuster & Co. of Mil- 
waukee, Wis., and it proved very profit- 
able. The “Isle of Gifts’ was an attraction 
featured on the second floor of each store 
where desirable gifts were shown grouped 
under separate prices ranging from $1 and 
less, $2 and less, on up to $5. Every 
shopper liked the idea because it made 
selections easier and quicker. 


Take a Ride 


The Leiter Stores of Chicago, IIl., pro- 
vided many amusements for the children 
and one of 
them was a large track railed off at one end 
of the toy department where the children 
enjoyed one free ride in small carts, drawn 
by goats and ponies. Incidentally, every 
purchase made in the store carried with it 
a specially printed pass granting three ad- 
ditional rides to each child. And the kid- 
dies certainly helped parents make pur- 
chases in order to get those extra rides. 


* 


Old Black Joe 


Try this for your “Kotton Karnival’ or 
for any sale designed to push cotton goods. 
There is nothing like a live scene to attract 
attention to your section. The simpler and 
homelier it is, the surer the appeal. 

For your cotton goods sale feature a typ- 
ical southern darky scene. Have an aged 
negro made up with white hair, spectacles 
and all the fixings, seated in front of his 
cabin, strumming on an old banjo. Dec- 
orate with raw cotton and a profusion of the 
finished cotton goods on special sale, bearing 
the price marks. 

This has actually proved a good drawing 
card and will again if you stage it right, 
and Old Black Joes—with banjos—are easy 
to get in any town for such an event. 


ADVERTISING IDEAS 


Here Are Some Good Specimens of Advance 
Holiday Advertisements Worth 
Careful Study 


The Privilege of Distributing Finer Fashion i is Legs 


THIS SBRFTCS HAS MANT RACTS OF WAICH THE MOST 
DMPORTANTIS THE ENTRE FE HAVE WON OF PROVING 


It Is Interesting to Note 
the Wide Range of Depart- 
ments-and Items Featured 


OF WHICH CAN NOT DE OVER ESTIMATED. 
THB PERSONNEL OF OUR BUTING STAPF. RECAUSE OF Vaid 


by Stores in All Sections of wc ivtaoravacr eee 
A # ade FOR THESE REASONS AND DUB ALSO TO THE PER 

the Country—And It May pa hep Pa 8 
Wau Y < Bags INTEND THAT IT SHALL CONTINUE. 


Exclusive Gift 


Misce Hlancous Gifts 
Suggestions 


for Christmas 


Give You an Idea for Your 
Own Campaign 


| Late Pre-Holiday Portrayals 


Geo. R. Taylor Co. 


GLORIFIED GAYETY sexvice 
Gowns Frocks Dresses} ( 


Ta Complain Assemblage tw Mect the Demand 
That Preeeedi the Holidays 


==> 
Easy to Make Guts 


vey Moderately Priced 


Stewart Dry Goons Co gy ferearaird al 


‘Smaare Donen F Potks For the Holiday F sstivities 
| TOYLAND! $50.0 wh To $145. 00 


— Tinlerlabel 
Christmas! It’s a Season of Giving 


yee the Entire Universe 
From the Hovel to the Mansion This Same Spirit Is In Evidence | 
—Some Are Gifts Luxurious, Others Are Simple Re- 
membrances. But Just the Same It’s the 
Gift-Giving Spirit That Prevails 


smd vk un Coat Str act with Crt hse wth he atc of or ale len 
Polya cate ee veal pleanare 


Christmas Shoppers Will Throng Our | 
Aisles Tomorrow 


Shop Early In the Day--- You'll Find the = es 
tore Less emake? | 


IERE ARE SOME ATTRACTIVE GIFT SUGGESTIONS 


= Coats of the Season 
$95.00 to $160.00 


Special Selling— Monday Only| “* 
of Extraordinary Fine Fabrics 
SILK Crepe Reverss ie 

DU Lafe Sone 


Midsedsan Millinery 
$15.00 to $37.50 


Packet Sale 
$10,000 Worth of Silks 
To Be Sold In Pockew of 1-2 to 

10 Yards Each 


At% to % Original Prices 


Underwear Crepe de Chine 
Oe SS Ta tae 
89% the Yard sondar ontr 


Many times it’s an easy 
matter to do our own 
work better by seeing 
the other fellow’s. But 
why not give him a 
chance to see yours? 
—it’s a fair exchange | 
and we’d like you to : 
send some of your ads 
in so that we can use 
them on these pages. 


DVANCE holiday advertising 

A is always important. It was 

ten years ago. It was last 

year and it ought to be this year. If 

it is to be important in your store, 

several things need to be attended to 
now. 

The first point of importance is 
the store’s idea of what advance holi- 
day advertising amounts to in holiday 
business. Does the store expect to get 
the bulk of its extra business with- 
in the two or three weeks preceding 
December 25? Or does it expect to 
start to reap just before Thanksgiv- 
ing and do good volume up until clos- ae 
ing time the day before Christmas? 

In either case, advertising is im- 
portant, especially so in the second 
case. 

The second important point has to 
do with the merchandising of the 
ads from now on. What departments 
ought to be featured, what kind of 
items, what type of values? 

It is better for the adman and for 
the store if these things are planned 
now and carried out according to 
plans as nearly as possible. 

Point three: What kind of adver- 


800 Pure Si 
Knitted Ties Wil 
Be Sold For 
79c Each 


BOXED STATIONERY: 
MAKE PRACTICAL GUTS 


Are you letting your sales- 
people study these pages with 
a view to improving their 
work? 


Begins Tomorrow at 9 — Offering 


Mental al Pict 


is. Toe Anema Drrarns Dal @ 48 Por of 


Ind Monday 's Sale Of‘ers Exceptional Values 


in All Depariments 
penn New FN Go citi p oes he cso Lbtest and most fashionable Women's 
fod Accessones. We have just recewved and wall place on sale Monday. wonderul valuesin every departntent. 


The light woo! wrap 


Allavool surt suits 


Warm Wool Scarfe 
Spec Moliay Offering 


56 Exquisite Bning Gowns, 
Regular $49.50 to $69.50 53331 
Values. Special Monday 


To elo rg pec ohn erg ag bo eo 
ther entry wack of Evenang Gera. We sl place thom on ule Mond &. x at Is en temmctre' ot 


eeciaplpereps apne aed See wdow domly. (Abe store extra) 


tisements are best from now on until pene 267 Beet Ng La Fal Hate, Rar $995 
Christmas? hese $7.50 to $10 Values. Extra Special Monday 
$6% Spe pal peepee pore 
Will big, fully departmentized ads __ 68 SSeS 
featuring the entire store bring in the most business? Or will Poa epi prada 


Women awd Misses’ HighGrade 526° 


smaller space ads, specialized to one or two departments or one {$5350V sie Special Mondoy 
or two types of goods, do the trick? This is the real problem 


which each adman or adwoman must definitely work out. 


Spee 
5 = 
eos HERMAN STRAUS § SORS @ ex Siewe—> HERMAN STRAUS 6 SONS @ io-ere~s HERMAN STRAUS & SONS @ 


: - = se a —— 
For 50 Years Straus’ Has Been Selling Dependable 


Merchandise At Lowest Possible Prices Some stores use the first kind, other 
- ; agers a) stores use the second. Many combina- 
The Holiday Git SI bons Open Monday i “Unusually Good at aoe ng rn cen EIA tions and variations are always used. 

| Ng : ae yh These nine ads are examples of the 
Tei At gon gay ey ¢ general run of early Christmas ads. Take 
your choice, but be sure you decide on a 
definite program. Hit-and-miss Christ- 
F mas advertising is costly two ways: In 
| The Maker Caled Ta His Salmon ees best space and in lost attention. Plan a holi- 
and Sold Us Their Sarmple Hats To Se i 
day campaign and carry it out. 
Planning means more than making 
up the mind. That comes first, of course. 
Then comes getting the plans into tangi- 
ble shape so every department head and 
every one connected with selling can 
hitch his effort to the big plan. 
Plan for merchandising the ads day 


TheWintengerer Co. 


Baan act Wal Ookls Md Sores SoU 


This Store is in Readiness, for the Early Christmas 1s_ Shoppers 


icine f comrocrtnvt by day. The time is more valuable just 
HANDKERCHIEF |_ before Christmas than at any other time 
of year. 


Plan the kinds of items you intend 
to feature each day. Decide on price 
ranges, on varieties of goods. 

Plan—and then keep on planning the 
ads until the store closes Christmas 
night. It is better to plan a little too far 
ahead than a little too far behind. 


Monday—$1.00 Down Will 
You This 


ADVERTISING 


IDEAS 


Adpeople Will Be Interested in the Idea 
Behind These Two Advertisements 


Whether or Not a Store Recognizes the Fact, Customers Are Always 
People—Just as People Are Always Customers of One Store or Another 


By Guy Hubbart 


= s 
\ i Me es TRADITION prescribes that we 
\\ =) a SS ee gifts to the bride—not only 
ia 2 ae 2 z Th to the naw bride, but quite as much in 
| we 


Las we honor of her io\ whom the dignily end 
f race of years have been added. 


The fait white sheet on which 
few words have as yet bees writ- 
ten is for the bride of oe year. 
‘One may givt her: 


“Letters of James Huneker,” by 
Josephine Hubsker, $2.94 


Beek Departement, Mile Peary 
ors 


As etching by Zorn,/ $124.00 


thitese Deparimann Foun Mont, 
Me sereek, 


After five ytart ove is quite sol- - 
idly dstablished in matrimoay. Lo 
order are such gifts a»— 


Caek Deptt, Fretth Peer, m 
Hand Sth sts ed Ag ; 1897 
board, “I 
a0 un wh ee )) 


THe gracious custom of remembering with 
a gift the anniversary of the bride is so 
old that the exact origin of the names for the 
various ‘weddings’ has long been forgotten. 
We only know that since the Middle Ages cer- 
c tain tokens have been thought to be fitting for 
Ea certain years as remembrances from husband 
to wife, and that as the years increase they grow 
more precious-—-from the fragile paper gift of 
the one-year bride to the gold of the bride of 
half a century. 


Recent, 58 Birt 
A decoeative painted tray, $2.69 


Bebreier? Demriment, Fearth 
ee re og 8 


. 

To the family and friends who join in the cele- 

ES bration we offer appropriate gift suggestions for 

23 ne the anniversary years from one to seventy- 
ve. 


kr 


Tor Brides of the Other Years 


Jor the Straw (1920) Copper (1915) Pearl (1892) 
basket. $1.79 A clouoane vase enameled on < Marganta pearl necklace, $76.89 
Bride of 1907 S wearth Finer, th Shrevt, Rear. pert 1048 Mala Flew, Hus Devnet Rraedwa 
Candy (1919) rane Pew, ommder, Coral (1887) 

The fitteto-yeen bride may revel Git at Bronze (1914) * A white coral necklace of graduated 
‘agua thee bore baaken of sweet | 1 96.34 Book end with design of sterling beads. $24.89 
fa + cootent. a oi ailver, $8.44 Main Fleer, Mth Severs. Brendvray. 

is Sith (1918) "Pottery (1913), Aer sastis pea 
3 ay ath tw 
a (apres ae et of A hand-omde boudoir cushion, A pat of yellow candlesticks, rattaie rab ye 528.50 
aria yellow, 89 a vel 312.89 34.98 pair Mala Fleer, Suh Birt, Drenden, 
Prarth Fleer, Muh Street, Boor, Basement, Sih Gira Trees, Sapphire (1877) 


An engraved punch-bowl with 12 
lasses, $44.50 


Tron (1916) Linen (1910) A bar-pln set wath six sapphire) and 
A gold-encrusted bowl, 89.14 « dumond, $79.50 


A preeful bridge-lamp, $4.79 Madeira tea napkins, 86.44 dow. ,- 
Basement, 14th Bcreet, Prom. Gecand Fides, S5ch Strobl, Bar. ‘Male Fleer, Hib treet. 


RH. & Co 


Herald Square Gro, New York 


For Other Macy Advertising See Page23 and 25 


A trirrdr in « quaint painted and 
ilded frame, $6.94 


Marve Depariment. Franth Fieer, 
Mia Biro 


HERE are two kinds of ideas behind each of 
these advertisements. One idea is the same in 
both: the idea of selecting suitable gifts of any 

kind for anybody. This is the conventional thought 
behind all merchandise of a gift character whether 
the time is Christmas or any other time. Every store 
has many lines and even several departments of mer- 
chandise which are easily classified as gift goods no 
matter what extra ability the items may have. 

In so far as the general idea goes, the R. H. Macy 
& Co. advertisement and that of Rudge & Guenzel 
Co. serve the same purpose—the suggestion of what 
to give. Whatever items are listed and described 
serve as types by which the customer may be guided 
in deciding what to give. 

The general idea in both advertisements is the 
idea of suggesting and the idea of giving. In both, 
the customer is made acquainted with the thought of 
giving someone something and the additional thought 
of how to select the gift. 

Both advertisements go farther than suggestion. 
They dwell on specific examples of suitable gifts. In 
this respect the two announcements differ widely. 

The Macy advertisement special- 
izes on gifts to the bride from the 
anniversary viewpoint. It suggests 
the nature and kind suitable for each 
anniversary and itemizes out of vari- 
ous departments with brief descrip- 
tions giving a range of prices. 

These items are typical of others 
to be found in many departments of 


Who in the world baa eve 
eh 


No 


Chests 


ie) 
Cedar 


Ever Welcome, Always 
Are Dainty 
Handkerchiefs 


0 had enough delnty bandkers 
Bier 8 Rudes & Guensad Co 
xt 


vady te go inte Ch 


Necklaces 


In Honor of the Bride of esterycar 


hor the Bride of 1862 


‘What but the diamond could fittingly the 
warriage of uxty yean? One might 

As exquisite wristwatch of solid platarum encrusted 
with diamoads, $114.00 
A diamood and platioum sarf-pin, $94.50 
A bar-pa whose top of filigres platioum is set with 
three diamoods, $79.50 

Jewelry Department, Mala Piper, ih Senet, Brmadirng 


A light of legend aad glamour rests on the bride and 
who celebrate “their golden wedding day.” 
would be happy to recerre— 
A choice clock of gold enameled in yellow, $74.50 
A gold bar-pin set with pearls and aquamarines, 
$47.50 
A gold locket, finely chased, $29.50 


dew alry Department, Main Fleer, Mth Serve, Breadwer 


iA 


Br the Bride of 1897 


The bride of « quarter of « century would wirely 


tbe charmed with the ft of — 


A graceful sterling vilver ugar and creamer, 
3/889 set 
A. pau of sterling ullver candlesticks, $/2.48 pair 
A hasdled boo-boo dish with « prerced edge, $9.24 
A ull slim silver vase of attractive shaps, 36,94 
A aetling silver mayonnaise bowl, $6.44 
iver Deparment, Mala Fleer, Bredwey 


COr 


Tor the Bride 5 
br the Bride of 1902 
China will be welcomed by the housewife and hostess 
twenty year. We suggest— 
‘Charming Cauldon desert plates m am un- 
ususily lovely design, yellow, rose or blue 
with gol 
3134.00, $143.00, and $178.00 a dozen 


Cauldon after-dinnercoffee cups and smaciwe 
tm lemon or rove with white an 
$49.75 @ does 


A quaint Crown Staffordshine ten-tet— 
dai 


Caine Oegaeemant, Basement, BUM Mireet, 


Her path shall 
be strewn with 
gifis—so do we 
amend the old 


proverb 


Charming 
Fitted 
Leather ff 

Articles of 

Alt Kinds & 

tn Center 
Atsle 


Give 


Our Silverware te 4 


COMMUNITY PLATE 
147 ROGERS BROS. 


Be thought that prompts ul? 
, "nment displayed by the giver in the selection of 
ev 


Bici/f should have a “worth”, “clue” and “dis- 


Hl el's was never more inviting than it is now, and 
a well prepared with gifts as well as with gift sug- 


B nt has been attuned to the Christmas Spirit. 
|: (hrough this Christngus Store--come visit every 


5 Day Christmas Shoe Sale 


airs at 20% Discount 


Dorothy Dodd Shoes Silk Hose 
J & T Cousins Shoes _ The Welcome Gn: 
Grover Comfort Shoes r eonae at 


Silverware 


ait of 
of Bequty—of distinction—et 
coe 


STERLING SILVER CO, 


the store. They appeal to many classes of customers, 
and by virtue of the anniversary thought are magni- 
fied many times because two people may read the 
same ad and get from two to ten suggestions for gifts. 

In the Rudge & Guenzel ad the specific appeal is 
Christmas gift suggestions. Items are described 
from many departments and many lines of goods and 
ranges of prices are given. 

Of course it is the gift idea which makes these 
advertisements interesting. That is plain enough and 
there have been and will be hundreds of advertise- 
ments based on it. Many of them will be displayed 
and written with as much skill and care as either of 
these advertisements. But none will have a better 
basic thought than is expressed in the introductories 
of these two advertisements. 

One of these introductories begins: “And what is 
there about a gift that makes it welcome or precious?” 

The other begins: “Tradition prescribes that we 
bring gifts to the bride—not only the new bride, but 
quite as much in honor of her to whom the dignity 
and grace of years have been added.” 

Both the admen or women who wrote the copy for 
these advertisements began with the thought that cus- 
tomers are people, human beings with the thoughts 
and impulses of human beings. It would have been 
very easy to have written the copy as if the goods 
described were only something to sell and the cus- 
tomers only buyers with a certain amount of money 
which the stores would like to have. Instead, the 
idea back of giving is put foremost and what to give 
is put second. 


Writing Portfolios 


ules, Siipbers, Muster: 


Ribbon Corsage Bouquets 


And jn metallic effects. Beautitul combinations 7+ S8¢ to 


Dainty Neckwear 


LP. 


Is there Abouflal GIFT 
it Welcome or Precious? 


Christmas Candy from 
Rudge & Guenzel Co. 


Whar ls Christmas without good candy 
1a 


H Tourist Fitall Cases 
i of Leather 


ein miu 


28s 


$2.65 to $5 


Hosiery Scerioe—Street Floor. 


Huve monk Looked Over Our Gift Calendars 
Chinaware ae poe 
Gijt Tablgs? 


—What s charm they bold for 
Seck 


Git especially whe A Big Value in 


jes are. 
ore) 
rive 
me 


e—Bt:ect Floor, 


there @ hers or other mother- 

iy persons on your list, for hance Handbags 

uakers waut pretty dishes, —Nere's « group of rood Leather Hand 
Tags igcent valve 

—For instauce, hore ia Faney come 

China at 25c, We, 81, $1.95, $2.95, be ee an 

Shins ¢ , $2.95, Sulckly an Christm 

$5.95 and $4.95 ‘which includes {al Ghtistman pe eae 

Suses, sugar and eream sets, plates, Center Alsle—Btreet Floor, 


Bon Bon dishes, cake sets, eclery 

sets, chocolate scts, tea pols, cups 

Ror enna pln Toy Town 
ware yee EIS Is Overflowing with 
—Then you'll find hand painted Toys and People, 
Nippon Plates in boxes on other —It's athrob with life. Crowds of 
tattes aclling at 396, $1 cx 15. happy chitdren anc smilitix per. 


4 —"What should f get my Boys?” 
Fancy China asks a perplexed Father. Que sales 


man tells bin. 


Fi The Gift Handsome 


—The finest box of stationery. 
u ean byl 


Gift Gloves 


—Faney Dresden, Doulton, Mire Sa Sr ae = aS 
(on and Rosenthal China ile pit” suet nnpthen, Our sales 
* —Minton Service plates at 435.00 sieled VaMiniee eee 


dozen up to $150 doxea 
chhwaie Deepa aire iors that our salespeople are reliable 
- 7 counsellors to pargnts in . douBt. 
Come to Toy Town on Floor Three 
—Lefore it is too late 


Beautiful 
Silk Underwear 


ste Might Gowns at #5 to $27.60, 

BO Yor ot 13.10 16 

~ Bik Teddies aad CBemion at 3.15 to 1850 
Underwear time Teo 


a” A Page of Christmas Copy Suggestions for & 
6S Quick Use in Your Rush Season 


Fashionable New Apparel 
for Christmas Holidays 


Scores of women are buying 
apparel for Christmas gifts— 
others are selecting new suits, 
coats and dresses for their own 
wear during the holidays and there- 
after—all prices are consistently 
low for style, quality and fit. 


Dy hese 


An Alluring Array 
of Wonderful Dresses 


Considering the adaptability of 
these dresses as gifts—their prac- 
ticability, usefulness, acceptability 
and beauty, thousands of dresses 
will be given this Christmas by 
thoughtful people — and here’s 
your opportunity to purchase them 
at moderate prices. 


| ah Mase 


A New Coat 
for Christmas 


Having just received some 
smart new models in wonderful 
coats, we invite you to see them 
on display tomorrow and partic- 
ularly note the pricings. 


qr ay ane 


What to Give 
Is the Question 


Our store answers this per- 
plexing problem through a wide 
variety of sensible gifts that are 
useful and acceptable, for all gift 
giving purposes. 


9. 9 


How About Some 
Drapery Gifts 


If there is one room in your 
house or in the home of your 
friend that needs new draperies, 
select them from this special dis- 
play and make them your practical 
Christmas gift for this year. 


q+ 4+ 4 


Christmas Things in 
Useful Needlework 


There’s a wealth of selection 
for useful Christmas giving in the 
assortments of needlework shown 
in our Art and Fancy Goods De- 
partments—all well within the 
reach of even the smallest purse. 


PR J 


Christmas Stationery 
Is Always Acceptable 


A wonderful showing of novel- 
ties in stationery, especially in 
dainty thin and exclusive papers 
which will make both serviceable 
and pleasing gifts to anyone. 


02 -Sae 


Gifts in Silver 
Toilet Accessories 


Among them are brushes and 
combs, mirrors, picture frames, 
jewel cases, pin trays, dresser 
trays and the more elaborate 
dresser sets, bottles and manicure 
sets. All most reasonably priced 
according to your selection. 


Vale 749 


Lovely Waist Styles 
for Christmas Giving 


Multitudes of them offering 
ample scope for selection at epeices 
that you will 
agree are most 
reasonable. 


ASD EER Tas cleNaG 


IDEAS 


By Arthur Sinsheimer 


Make These Rugs 
a Family Gift 


The entire family can join in 
the purchasing of these rugs, giv- 
ing and accepting it as a Christ- 
mas present all around. Here is 
an idea of qualities and prices. 


Dainty Undermuslins 
Are Welcome Gifts 


Here is a special display of un- 
dermuslins that are specially de- 
sirable for Christmas giving. An 
all inclusive assortment neatly 
packaged and lowly priced. 


Kill two birds with one stone—here’s a feature editorial that will help 
you accomplish it. A trade-at-home and Christmasy idea all wrapped 
up in a flow of community language that ought to thrill the ““home 
town folks.”’ Put it over strong—print it in newspaper ads on pack- 
age stuffers and everything else that you have printed—and watch 
the result in increased sales and profits. 


PROSPERITY 


Is a Home-Made Product 


GOOD TIMES are neither an accident nor a dispensation of Provi- 
dence. Prosperity is man-made. Each of us is a worker in the pros- 
perity factory. It is not only our duty, but to our interest as well, 
to keep home ‘industries running to capacity. 


Make This a Trade-at-Home Christmas 


Cooperation cannot help but bring prosperity to Our City, so let’s 
all pull together. Concentrated energies gather force and power. 
If every one in this City would spend as much as he or she could right 
here in town on Christmas Shopping, business would reflect itself in 
a general boom which would be of profitable advantage to every citi- 
zen living in Our Great City. 


First—It wtll benefit YOU by the guarantee of values by 
merchants whom you know to be absolutely reliable. 
Second—Your purchases will greatly increase the buying 
power of those merchants who are in a position to in- 
crease our City’s wealth of supplies. 

Third—Your purchases at home will help the whole City 
by increasing every citizen’s loyalty and keeping a natural 
circulating wealth at home where it belongs. 


START RIGHT! Let’s all boost the town we live in. It’s a great 
City—let’s make it Greater by cooperating and concentrating our 
energies on Home Training. 


Let’s begin with Christmas Shopping HERE and NOW! If we, as 
merchants, haven’t exactly what you want, give us the opportunity to 
get it quickly for you—and at a price that couldn’t possibly be less 
than what we’ll charge you for it. Try and Prove It! 


Let’s Manufacture Prosperity Together 


It Can if You Do 
Be Done Your Part 


TRADE AT HOME THIS CHRISTMAS 


Beautiful Silks Make 
Sensible Gifts 


With most women about town 
having confidence in our line of 
silks, why not give waist, skirt or 


Here Is the 
Newest Millinery 


And as many women are going 
to give and receive a new hat asa 
Christmas present, here is a pur- 


dress lengths as a practical pres- 
ent? lected. 


A short heading that you can use at the top of your full page Christmas 
Advertisement and then follow it up with as many short item headings 
as you can get well distributed on the page. It can also be adopted 
as an editorial LEAD. 


The Hustle of Gift Buying Is on 
and You Haven’t Any Time to Waste 


CHRISTMAS SHOPPING DAYS ARE NOW HERE 


Even though you may have bought some of your Christmas needs, 
do not let up now—buy today—every day till your buying is done. 


Buy at This Store of Useful and Practical Gifts 


Above all things else—glitter, richness, even beauty itself—be sure 
your gifts are Useful and Practical. Gee-gaws, trifles, senseless, 
gaudy novelties made to catch the thoughtless shoppers, can be bought 
most any place, but where we have concentrated is on the great assem- 
blage of Practical Gifts for your every selection. 


Here Is a Full Page of Gift Things 
That Are Useful to the Nth Degree 


chasing opportunity not to be neg- 


‘ 
$ 


Glove Gifts Are 
Always in Order 


As gifts, gloves are always in 
good taste and this season they are 
more acceptable than ever because 
of the great range of styles and 
colors one must have for the new 
costumes. These prices are re- 
markably low, too. 


oe eae 


Favorite Perfumes 
for Christmas Giving 


Make your selections from the 
single bottle of a rare essence to 
a present of a set of toilet waters, 
perfumes, powders and soaps— 
each boxed prettily at reasonable 


price. 
eh?) 


Surely You Won’t 
Forget the Baby © 


Make the little one’s Chrisie 
a happy one by presenting sensi- 
ble gifts such as sacques, booties, 
coats, sweaters, socks, etc. Do not 
delay your coming to make selec- 
tions of baby’s Christmas gifts. 


Be 


Knit Underwear for 


Yourself and Others 


Excellent Christmas gifts for 
the “home folks” to give each 
other. Gifts that are sensible, 
practical and useful for the entire 
family. 

4 ¢ 4 


A Christmas Display 
of Fur Gift Things 


Furs are practical Christmas 
presents of real merit and cannot 
help but be welcomed by their re- 
cipients. Here is an unusual show- 
ing of trustworthy furs in all 
styles, for your gift selections. 


$5079 


Santa Has His 
Toyland Here 


Toys of all kinds for children 
of all ages at price ranges that 
will make your gift appropriation 
for the little ones go far. Bring 
the children with you. 


Ak a 


Gifts of Blankets 
Are Always Welcome 


Most housewives continually 
need new ones, hence blankets are 
always acceptable and useful gifts. 


Bh Bh 


What to Give ‘‘Him”’ 
Is Always a Problem 


There are certain gifts that a 
man smiles at and drops into his 
bureau drawer to forget about 
them—there are others that he ap- 
preciates and uses because they 
are practical and usable. This bet- 
ter kind of gifts can be bought 
here in a multitude of varieties. 


4 + ¢ 


Some Kiddies Appreciate 
More Practical Presents 


Cut down on the number of 
toys and give the children useful 
things that they 
can wear and use 
to a good pur- 
pose. Wecallto 
your particular 
attention the fol- 
lowing sugges- 
tions. 


HIS section of the Dry Goods Economist Year Book 

of Plans and Ideas should be used for supplying de- 
partment heads and advertising executives with business 
creating plans and methods of special, out of the ordinary 
character. 


Here will be found over two hundred sale ideas, most of 
which have already been successfully tried, but a// of which 
are sufficiently novel to powerfully interest and favorably 
influence the worth-while purchasing element among peo- 
ple who make up the store’s possible clientele. 


The ideas are outlined briefly and succinctly with the 
purpose of getting as many into the allotted space as possible 
and thus give the widest variety so that every store—large 
or small—will easily find many good plans which will fit 
into the store’s general merchandising policy and will be 
entirely new in its center, thus making a strong appeal to 
the merchant’s purchasing community. 


Each one of these plans deserves thoughtful considera- 
tion for, after all, it is the way in which the plans will be 
used that will determine their real value to the individual 
store. In using any of these ideas there must be real plan- 
ning, in order to make each sale plan a se//ing plan. 


Grinest C. Hastings 


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SELLING IDEAS 


Merchants Call These, «Most Successful Sales” 
Because They Brought Home the Bacon 


ECENTLY the _ advertising 

manager of a Middle Western 

department store sent out 
letters to a number of leading de- 
partment stores and women’s spe- 
cialty stores scattered all over 
America asking the advertising 
managers and general managers 
and merchandise managers of these stores to 
tell him about the most successful recent 
sales they had conducted. 

The answers received were very interest- 
ing and presented a number of strikingly 
novel ideas. Undoubtedly other stores could 
use many of these ideas with good results in 
their businesses, so the best of the ideas 
thus secured will be given here. 

Here, then, are the best recent sales con- 
ducted by some of the leading department and 
women’s specialty stores of America, accord- 
ing to the letters received from them: 


New Items Each Day 


The Boston Store Dry Goods Co., Fort 
Smith, Ark.—‘“Our toilet goods sale, to which 
we devote a half page of advertising and an 
entire window and cut prices, is a big draw- 
ing card. But the sale, which is the most 
effective of our entire year, is our Anniver- 
sary Sale, for which we put forth the great- 
est efforts. For our most recent anniversary 
sale we put out a 32-page booklet by carrier 
in Fort Smith, and the surrounding towns 
and the countryside in general was covered 
with our mailing list. This sale ran for one 
week, offering exceptional values, but the 
most successful feature of the sale was that 
on each day new items were offered. A com- 
plete set of items for each day was adver- 
tised in the newspapers. This, we find by 
experience, is the only method by which one 
is enabled to keep the interest in a week’s 
sale at fever heat during the entire week.” 

The Burgess-Nash Co., Omaha, Neb.— 
“The special sales which always bring good 
results are our ‘Dollar Day’ sales. We have 
one the last Tuesday of every month. If pos- 
sible, special merchandise is bought for ‘Dol- 
lar Day.’ If not, our buyers take mark-downs 
and offer special prices, but the merchandise 
must be special for that day only. 


Big Feature Day 


“One sale which was very successful was 
that which we called a ‘Feature Month Sale.’ 
Our buyers had all been East together on a 
very special buying trip and had bought 
worlds of merchandise below the regular 
price, which we featured each day. It went 
good for a while but we finally had to make 
one day of the week the Big Feature Day. 
For that day we had a twelve-column ad, the 
five columns in the center for millinery one- 
half price, and built two columns of boxes 
on each side and across the bottom. Each 
department offered a special, which we boxed. 
This layout went big for two successive 
weeks and we pulled a big sale for Thursday 
which otherwise would have been a quiet 
day. 

“A ‘Dollar Stocking Sale’ went big. We 
also have a ‘Boxed Hosiery Sale’ every year, 
which brings good results. 

“Recently we tried out a sale of under- 
wear, a three-of-a-kind purchase, the third 
garment offered at half price.” 

Duluth Glass Block Store, Inc., Duluth, 


or Specialty Stores. 


All of Them Pulled Business for Department 
A Hint from Just One 


of Them Gives You a Start for a Money- 
Getting Event of Your Own 


Minn.—‘Every April 1 and every Oct. 1 we 
hold a toiletry sale. Every sale is larger than 
the preceding one due principally to extend- 
ing the scope of our direct-by-mail advertis- 
ing. The sale is practically an institution; it 
has been sold to the public of Duluth in years 
gone by, so the only thing necessary in folder 
or newspaper is simply to make a list of the 
various items. You know as well as I do, of 
course, that once a sale has made a reputa- 
tion for itself it will run on its own hook.” 
The direct-mail advertising sent out by this 
concern included coupons upon which the 
recipients could specify the articles they 
wanted if they sent in orders by mail. 

The Calhoun Dry Goods Co., Muskogee, 
Okla.—“We run an ‘Early Birds’ sale every 
Tuesday morning from 8.30 to 11.30 o’clock 
with special Early Bird cuts. The items of- 
fered are always seasonable merchandise 
which are reduced for the three hours’ sell- 
ing. 
“Every Friday we run what is known as 
‘Friday Features,’ which include items at re- 
duced prices and new merchandise as well. 
Our Sunday advertisements. usually carries 
the early-in-the-week store news. 


“Even Money” Day 


“Among the outstanding successful spe- 
cial selling features is our ‘Even Money’ day, 
which comes during the last Thursday or last 
Monday each month, on which items are fea- 
tured at even money, no fractions of dollars 
are used in this ad. 

“We conducted a very successful live-wire 
sale in which we used telephone cuts through- 
out the ad.” 

The Anderson Bros. Co., Portsmouth, 
Ohio.—“‘We find in conducting our periodi- 
cal sales, such as Anniversary Sale, January 
Clearance Sale, July Clearance Sale and the 
like, that there is nothing that will keep up 
the interest so much as to have a special sale 
in some department every day while the big 
sale is on. For example, if we have an anni- 
versary sale lasting nine days, in addition to 
the usual special we might have for the first 
day a special sale of gingham extraordinary 
which would be so featured in our advertis- 
ing. The second day might bring a big spe- 
cial sale of rugs; the third day, a separate 
and special sale of shoes and so on, maybe 
ending on Saturday with a big special sale of 
toilet goods. All of these special day items 
would, of course, be for that one day only 
and would, by their reduced prices and 
prominent advertising, stamp them as worth- 
while events which would do wonders to keep 
up the interest of the general sale.” |. 

The Brown Hayes Co., Atlanta, Ga.—‘‘The 
best results that we get on a special sale is to 
have a full page in the newspaper and then 
have the newspaper cut off the name and 
dates on the sheet and run off from 10,000 to 
20,000 circulars. These we distribute among 
the sections of the city less apt to receive 
the newspaper. 

“We have a full run in every street car, 
amounting to 425 cards, running day in and 


day out. This gives us our best gen- 
eral publicity. 

“Our store is situated one mile 
from the main department store sec- 
tion of the city, but in a very good 
location,.on one of the main arteries 
at a crosstown thoroughfare accessi- 
ble to a big percentage of the resi- 
dential population, all classes included. We 
do not do a great amount of newspaper ad- 
vertising.” 


Played to Society 


The S. A. Barker Co., Springfield, [l1.— 
“When Barker’s advertise a sale, everyone 
knows that it is a real sale. We do not aim 
to make price the strongest appeal in our 
ads, but rather quality at the price. This 
can be illustrated by telling about the way 
we advertised a sale of coats. We played up 
quality and described the coats so that women 
could see what these coats looked like even 
before coming into the store. This ad was 
run on the society pages of the papers and 
took 60 inches of space. Being Sunday, 
there were four society pages. On each one 
of these appeared a two or three-line reader, 
aimed to be catchy, a different one for every 
other column. We heard later that one 
couldn’t read the paper that day without 
stumbling upon one of these readers about 
coats. 

“And we run educational ads every now 
and then, in which we try to tell women those 
things about our merchandise which they 
could not see in simply a big line of type bear- 
ing a price or two and the shopworn phrase- 
ology, ‘They come in navy, brown, black, and 
are the season’s latest models.’ The reason 
that description is rare in ads is because so 
many ads are thrown together carelessly.” 

, The Charles H. Bear & Co., York, Pa.— 
“Our special sales which result satisfactor- 
ily are as follows: 

“On Wednesday, Sixteen Cent Day, we 
have special offers from all departments. 

“On Thursday, Thrift Touring Day, we 
offer values which will induce customers to 
tour the store. 

“Once every month we have a Dollar Day 
which is always a big event.” 


F906 @ +9 © +0 © 29 G0 ere Oe or Oe Oo Oe Oe Be Wee Ser Ore Sor Orr Ore Orr Sor Orr Ore Or See Orr Ser Os Or Ova Oy 


“Hurry Up” Helps Sped 
Toilet Goods Sale 


Among the many extra service and 
sales features installed by one depart- 
ment store during its greatest sale of 
drugs and toilet goods were special or- 
der clerks stationed at various points in 
the department to take a customer’s 
entire order, if she were in a hurry. 
This saved the purchaser from going to 
the various sections which were in 
charge of different girls. Display cards 
were in view, giving information to 
this effect. 

“Hurry Boxes,’ which supply pad 
and pencil, so that one may write an 
order and drop it in the box, were also 
placed at convenient points. This was 
for C. O. D. and charge customers. 

Mail orders and telephone orders 
were also in charge of extra clerks pro- 
vided for the sale. 


Fo +9019 19009 O19 O19 O99 O19 O19 OH OOO O19 O errr Our G01 OOo Ber Or 1G OH Or Or Sr Guu ® 


06010 O01 19 1 Oo O22 OH Oo Oo Or O11 01 OO 42 O21 Oe O11 Oar O e+ O11 0 G0 Oo O19 1 Oo Ger O er Ore Oo O19 Ore Oe Oe Oe Orr Oe Orr Orr Sore 
Be eee et ee et et ee ee ete et ee ete ees eee ee eee ere eee ee eee ee 


SELLING IDEAS 


Charting Suggested Sales Awoke Salespeople 
To Real Chances They’d Overlooked 


Making Bigger Sales Per Customer by Suggesting Better Qualities and Related Goods 
Became Like a Game, and Once Employees Were Taught the Technique of It, 


UR method of conducting a suggestive 

selling campaign is really interest- 

ing, even though the subject may 
seem hackneyed. 

We started it the last two weeks of Sep- 
tember, 1921, giving them over to the presen- 
tation of the plan to the salespeople with the 
thought that the plan would become operative 
during the first two weeks of October, the 
time of the Texas State Fair, held in Dallas. 

It was a particularly good time, not only 
because the increased business in October 


would allow oppor- 
tunity for sugges- 
tions to be carried 


out, but because the 
decreased sales prices 
showed necessity for 
some unusual effort if 
the 1920 sales record 
was to be maintained. 


Related Departments 


Seventy-five selling 
departments were di- 
vided into ten groups, 
five to ten related departments being grouped 
together. Half the salespeople in a group 
met at 3 p. m., the second half at 3.30 p. m., 
to consider the: plan. This was the first 
series of meetings to be held at this time of 
day; but the plan was initiated because cus- 
tomers were shopping early in the mornings, 
and there seemed to be a slight buying slump 
in the middle of the afternoon. These after- 
noon meetings went on until all the depart- 
ments were covered. 

First the subject of decreased prices for 
the fall of 1921 was taken up. As a type case, 
a French serge pleated middy skirt, which for 
the four preceding seasons had retailed for 
$7.50, was cited. This skirt for fall selling 
was priced at $5.85. It meant that a sales- 
person in that department would need to sell 
three skirts to equal the sale of two skirts up 
to that time. Instances were given from other 
stocks to show the necessity of selling 50 per 
cent more items. 

At this particular time a local department 
store had announced salary cuts. It was an- 
nounced that it is the policy of Sanger Bros. 
to maintain salaries. If, however, the salary 
is on the 1920 basis, every effort should be 
made to keep the sales on that basis. 

To go after that 33 1-3 per cent to 50 per 
cent increase in sales, the following plan was 
outlined to serve during the rest of 1921. 


Quantity Appeal—Suggest Related Goods 


1. To suggest the related article. To show 
cases where this could be practised an at- 
tempt was to be made to suggest a larger 
number than heretofore. In the case of all 
small wares, to take for granted that the 
customer wanted several. 

2. To suggest the related article. To show 
the article, and by the suggestive display 
awaken interest. Not to question, but to get 
the article before the customer. 

Lines of suggestion were worked out by the 
conference. For instance, in the house fur- 
nishings section it was found impracticable 
to suggest the small electric iron after the 


Original 
Request 
Amount 


Results Began to Roll In 
By Arthur Homer 


large electric iron. Only one man reported 
success in this. The usual method was to sug- 
gest the ironing-board after the iron, then 
suggest other wooden-ware articles. In every 
case the salesperson must have a plan. 


Produce Atmosphere of Agreement 


The main idea is to get a “‘yes” after a sug- 
gestion. One “yes” may mean additional ones. 


Suggestive Selling Campaign 


Department 


Additional 
Articles Amount 


Additional 
Sold. 
ITEMIZE Sale | 


Customer’s 
Original 
Sale 


The salesperson who has had the advantage of 
ten to twenty minutes’ study of a customer 
should know what next to present. Sales are 
consummated because the customer is sur- 
rounded with the atmosphere that of course 
a selection will be made. 

To forestall any expression that salespeople 
are already practising suggestive selling in 
the highest possible degree, an extract was 


Far-Flung Balloons 
Brought Folks From 
Miles Around 


VIE RCHANAS of Port Huron, Mich., a 
city of 33,000, appealed to the univer- 
sal love of color and advertised via the air 
route in a publicity campaign announcing 
a series of dollar days in that city. Several 
hundreds of gay globes, red, blue and yel- 
low, were purchased and used most effec- 
tively by the Merchants’ Divison of the 
Chamber of Commerce, to announce the sea- 
son’s biggest sales event. 

A committee in charge of Oscar W. 
Hogan, chairman of the division, sent up a 
number of balloons each day, and the bright 
bits of publicity were carried into every 
part of Eastern Michigan and across the 
border into Canada. 

To each balloon was attached a tag 
bearing the announcement of the dollar 
bargain event and also the name of a local 
merchant with the promise to give the 
bearer one dollar’s worth in trade. 

The place for sending up the balloons 
was kept a careful secret and, through the 
press and handbills, the latter used in the 
rural districts, the people were made ex- 
pectant and ready to watch for the airships. 

As an announcement method this proved 
a success, since small towns’’ people from 
obscure four corners brought in balloons 
and also their money to spend in the city. 
Some of the vari-colored balls had traveled 
as far as forty miles. | 

In‘ connection with a similar sale, the 
Merchants’ Division planned a prize contest 
for show windows, letting the people be the 
judges. 


Cash 
Check 
No. 


read from a report published that week by the 
Better Business Bureau of Dallas, of investi- 
gations made of retail salesmanship in Dallas 
stores. “In 107 of 120 interviews, the articles 
shopped on permitted the salespeople to inter- 
est the customer in more than one article. The 
salespeople took advantage of this in only 
twenty-two instances, which is a fraction over 
20 per cent.” 


Listed Additional Sales 


At each conference the above chart was ex- 
plained, and the day 
following sales were 
charged in the selling 
departments. No sale 
was to be charted un- 
less additional arti- 
cles were sold. Un- 
less the substitute 
article varied greatly 
in price and_ kind 
from the article orig- 
inally asked for by 
the customers, it was 
not to be charted. 
But if, for instance, the customer asked for 
a $1.00 bill-fold and a $24.50 purse was sold, 
the sale would be charted and substitute writ- 
ten for the amount of the original sale. 

Floor managers were particularly interested 
in results shown on the chart. One floor man- 
ager came to the educational department at 
closing time to note on the chart, which had 
just been taken up from the department, a 
sale which had been made and which had 
shown such good work on the part of the sales- 
person that he wanted credit given. 

Presenting the proposition to two groups 
daily of twenty to twenty-five salespeople, and 
requiring a report the following day, enabled 
the educational director to do a great deal of 
follow-up work. 


Charts Analyzed Daily 


The assistant buyer of each department 
came with the sales group to insure thorough 
cooperation from the executives on the floor 
in the handling of the chart. Charts were 
sent to the educational department at the end 
of the day and analyzed. Deductions served 
as a basis for ensuing conferences. Informa- 
tion gained as to new lines of suggestion in a 
department were given to other members of 
that department. 

Extraordinary progress was made. One as- 
sistant buyer stated that reports made to 
her for a period of three weeks proved that 
more merchandise was sold by suggestion than 
in answer to the customer’s original request. 
To show unusual attempts and high degree of 
salesmanship, one ready-to-wear salesperson 
reported that after selling a dress to a cus- 
tomer who already had a new suit, and making 
the attempt to sell a second dress, she asked 
the customer if she would care to match the 
sable scarf she was wearing and have a two- 
skin scarf, which would be so much more ef- 
fective with the dress she had just purchased. 
The customer purchased a skin. 

The value of the campaign was not only the 
additional sales, but also the salespeople’s 
quickened interest and more careful considera- 
tion of the customer’s problem. 


Charge 
Check 
No. 


5 NS cay 
EAE 


AN 


SELLING 


IDEAS 


MEW 


\ 


Dollar Catching Schemes to Plug Trade 
When It Comes a Little Slow 


All of "Em Practical, Any Time, In Any Store, Anywhere 


Put ten or twelve pieces of gingham or 
other fabric in season on a table near the main 
fabric department. Choose patterns with the 
same general color scheme. Take patterns in 
which red predominates, for instance. Each 
piece will have a different design and a vary- 
ing amount of red, but when ten or twelve 
pieces are arranged together the table will 
have one distinctive color. 

Give these pieces a special price per yard 
for a day, using a placard at the head of the 
table. - 


* * * 


Interest the young boys by offering a small 
prize, during a week or two weeks, to the boy 
who guesses the weight of a straw hat set on a 
pair of parcel post scales. Cover up the marks 
on the beam or set the scale so the marks can- 
not be seen. Use a window or a small glass case 
in the men’s and boys’ department. Put a box 
in front with a slit to receive guesses. Ask the 
boys to write their names, addresses, their father’s 
name and the weight of the hat. 

If you want to vary the contest for another 
week’s run or at another time ask for guesses 
on the size of the hat Boys between 10 and 14 
years like this kind of contest. A growing boy 
is a good customer, too. 


coy Mrs * 


Clear off a space on a well located coun- 
ter and mount six or eight photographs of 
popular actresses on it. Put the photographs 
in a row and drape over each a part of some 
veils you want to push. Be sure the name of 
the actress, movie or otherwise, is printed 
under each picture. Put a placard near the 
pictures with something like this on it: 
“Their veils give them charm. A (name of 
veil) will give you charm.” 

This will go well as a window display. 
Use photographs as large as possible and 
light in tint. 


Place five untrimmed hats of different brim 
shapes on a first floor table. Put a piece of 
fine cloth or paper under each hat, cut along 
the lines of the shape of the hat, and have 
each paper of different color. Back of hats 
or right in front of them place a picture cut 
from a magazine—a trimmed hat. Have each 
picture different. Then around the edges of 
the colored cloth or paper arrange some of 
the findings which would fit the hat, choosing 
colors which contrast or supplement the colored 
paper. If the hats are all black, this idea will 
suggest several possibilities to the customer. 
If some are light, the idea will magnify itself 


By Guy Hubbart 


It will sell 
Good for a window dis- 


according to the different shades. 
shapes and trimmings. 
play, too. ed Soest 

Some day when you want to push hair 
nets, carry out this simple little idea: 

Take two long, rectangular plates of glass, 
window glass or other light glass, and put 
one on the counter. Arrange three or four 
of your best sellers in hair nets so half the 
net is on the glass and half off. Then lay the 
other sheet of glass over the nets; fold the 
loose part of the net back, tilt the two sheets 
of glass at an angle so the customer can look 
at them easily. Use a counter fixture to hold 
the glass firmly. Put a placard on or near 
the lower half of the glass with these words 
on it: “Look at the strands and the mesh of 
these nets, between the plates of glass. They 
hold your hair in place just as the glass 
holds them in place.” 

* * * 


Infants’ and small children’s shoes can be fea- 
tured by the simple device of setting up a well 
made chart in a conspicuous place showing the 
imprint, in a row or two across the top of the 
chart, of. ten or fifteen local babies’ bare feet. 
(The imprints may be made by holding the in- 


Per er Yer Yer tet ot tet eset et ete see ee ee oo et ee 


Ideas on Decoration 
Jumped Curtain Sales 


Here is the way a Chicago store pushed 
the sale of lace curtains. A campaign was 
instituted which called first for personal 
letters to every charge customer who had 
purchased drapery goods in the preceding 
five years. 

Then a series of ads was planned. 
These were letters to the customer telling 
her of new ideas in window treatment, and 
explaining in some detail that the change 
should be from the conventional long cur- 
tains that swept the floor to short, dainty 
curtains just long enough to reach to the 
bottom of the window. 

The workroom force and the display men 
were then called upon in turn to produce 
and show what could be done by the store 
to illustrate the results the customer would 
get when she installed the new curtains in 
her front windows. 

In the department and in the big show 
windows, too, displays were made showing 
all of the fittings of an up-to-date home. 
Each kind of room was shown, and in every 
room display curtains of one pattern were 
used. 

The campaign was a big success and at- 
tracted the attention of many women who 
became customers as a result of it. 


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fant up and letting it set its feet down on the 
chart, laying the chart flat on a table and sprink- 
ling talcum over the space for foot imprints.) 
Then take crayon or lead pencil and darken the 
imprint. Leave a space for the name and age 
of the infant. Below all the imprints mount 
baby shoes, with the price of each pair. Letter 
this along the lower edge of the chart: “We 
know the shape and size of every infant foot 
up to three years. We can fit your baby’s feet 
in five minutes. These imprints are those of 
babies you know right here in town.” Several 
charts will be accumulated finally and they are 
marvelous attention getters. 


* * * 


When the men’s furnishing section needs 
a little one-week stimulant, try the combina- 
tion-price idea. This way: Advertise the 
week before that next week, every day, there 
will be a three-piece group of men’s items 
arranged to sell at the price of two items if 
the sizes fit the purchaser who likes the 
group or at a small reduction if the sizes 
have to be assembled. Suppose the Monday 
special is one shirt, one tie and one pair of 
socks at a price less the regular price of the 
socks; if the pattern of the shirt suits a man 
who wears size 15, he gets the three articles 
at the less-than-the-socks price, but if he 
likes a group with a 14 size shirt he gets the 
three at only a regular reduction set for the 
entire week. 

There are 100 variations to this idea and 
they all have a unique appeal. Some stores 
try to have one of these specials every three 
weeks. It keeps stocks clean. 


In the housewares section plan a table dis- 
play which shows all the cooking utensils neces- 
sary to prepare a meal for six people. This does 
not mean the food and ingredients, but the pots, 
pans, kettles, peelers, strainers, mixers and so 
on that the cook has to touch with her hands. 
Use a table just large enough to hold all these 
utensils comfortably. Separate the table from 
the main tables or counters. Put up a placard 
at one end with the individual prices of each 
item, opposite the name of the item and in big 
black figures at the bottom the total price for 
the fifteen or twenty articles on the table or what- 
ever the number is. 

The price may run up to $4.50 or $5.00, but 
it will attract the attention of the housewife 
whose egg-beater or soup strainer, both, have 
begun to go to pieces. 

You never can tell when a cook has demanded 
“qa whole new set” of cooking accessories. Try 
it in the window some time after it appeared in 
the department. 


SELLING IDEAS 


Put “On Their Own” and Told to Go To It, 


Buyers 
is the story of how the 


HIS is 7 
February business of a Phila- 


delphia department store was 
turned over to a committee of depart- 
ment buyers and managers, who not 
only accepted the responsibility, but 
succeeded in selling a record volume 
for a month generally regarded as 
slack. 

With the intention of clearing winter 
stocks, selling new merchandise and putting 
new life into February sales that would estab- 
lish a precedent, the Frank & Snyder Co., 
Eleventh and Market Streets, in December 
called a meeting of departments heads and ex- 
ecutives to discuss ways and means of sur- 
passing the large volume of the February sales 
of 1921. H. L. Bernbaum, general manager, 
and Miss R. E. Kline, advertising manager, at- 
tended the conference, the object of which was 
thoroughly explained. It was announced that 
it had been decided to turn the store over 
to a committee of buyers and managers for a 
period of two weeks in February, the sole 
object of this committee to be getting the busi- 
ness and forgetting costs and profits. 


Something Unusual Every Day 


Buyers were asked to make suggestions 
freely as to what merchandise they thought 
would have particular pulling power for the 
proposed sale and were told that practical 
ideas would be most welcome. 

Their full cooperation was sought in mak- 
ing this event, which was to be especially 
theirs—a “‘buyers and managers’ sale’”—a no- 
table success. The basic idea was to schedule 
something unusual for every day of the sale 
and to offer unusual values in merchandise on 
which prices would be greatly reduced. 

Actual preparation following this initial 
meeting did not begin until three weeks be- 
fore the sale. A committee of five buyers— 
the “go-getter,” or steering committee for the 
sale, to whom the February business was given 
in charge—was appointed and requested to 
work closely in conjunction with the advertis- 
ing manager. No one would have to “fight for 
space” in the newspaper publicity for the oc- 
casion. It was to be a period of reduced ad- 
vertising space in the dailies, in comparison 
with the corresponding period for the previous 
year—one-third reduction, in fact—but a cam- 
paign of greatly intensified publicity and more 
striking effects. Where two-page spreads had 
been run the previous year, single and three- 
quarter-page displays must suffice. 


Advertised Personalities 


For the opening announcement, the day 
before the sale, it was decided to run the pho- 
tographs, names and positions of all the buy- 
ers in the store and to constantly repeat the 
buyers’ pictures with statements of what they 
had to offer, the idea conveyed being that 
whenever a customer would see the buyer’s 
picture, it could be depended upon that he or 
she had to give a special bargain of which that 
buyer could be proud. 

In fact, photographs of the buyers, as 
vouching for the merchandise in their care, 
sounded the keynote of the buyers’ and mana- 
gers’ sale. They appeared in 15-inch circles 
on red art. placards and posters in the show 
windows and throughout the sections of the 
store, reinforced by smaller cards. Some of 
the placards, in addition, bore brief announce- 
ments by the buyers. Particular care was 
taken with the store decoration. The com- 


pany’s delivery trucks bore announcements of 
the event, and girl employees used the tele- 
phone to remind customers of it. 


Value of Offerings Judged 


The sale required unusually careful mer- 
chandising, as remarkable values were to be 
offered at greatly reduced prices, in addition 
to moving winter stocks in the clearance. The 
first step of the committee of buyers was to 
compel the offerings to be sold to be brought 
to the office in order to be judged as to their 
exact value. 

It was a rigid and exacting test. 


‘AnEventThat Will Arouse the City 


Beginning Thursday, F eb. 2, at Frank & Seder 


If the 


Last February we broke every previous record for 
volume of sales mF the month in the history of this store 


‘Puttin, ‘ord ‘eb-uary, 
Stock: kta kas ees fini seed a nd the [= remoy ed 


every restriction as to the prices each Department 
Head should mark his or her aetbacdie 


The Sole Job of the Committee is to 
“Get the Business’’—Forgetting 
Costs—Forgetting Profits— 


The Sit tep of the Committee 
February campaign t 0 be brought to 


s to compel the = offerings to be sold in ‘he 
office, to zed 


a 
their good" to enrble us to nfler 
UCH UTTERLY RIDICULOUS 


The first big broadside of the February campaign will 
launched in idea ee EVENING'S PAPER - and every 
Depariment Buyer whose picture appears in this advertisement 
rn sates that his or her offerings any have 
Philadelphia. 


The et ration has been placed on its mettle; never hrs such ent usie 
part of the st tire meatings w wee bei oe bid betwen 


tes. Every emplo: 
m to the higbee\ cuocutive, ip working and ploaning t 
e month. 


Huddreds of Thence : 
of Dollars’ worth of Women’s 
and Misses’ Coats, Dresses, Suits, 
Skirts, Furs, Millinery, Waists, Underwear, Hosiery, 
etc., as well as Men's and Boys’ Clothing, and 
Furnishings are to bé thrown ¢o Philadelphians at 
Prices hat will be a Revelation to the Buying Public. 


—Wé are ready. Watch Tomorrow's 
“Bulletin’—and then be here when the 
doors open at 8.30 on Thursday morning. 


department buyer did not have the right mer- 
chandise to offer at the right price, he was 
sent to the market to get it. If merchandise 
was not low enough in price, or high enough 
in value, it was rejected. The entire organ- 
ization was on its mettle for days prior to the 
beginning of the big sale. Meetings between 
buyers and their associates were frequent, and 
every employee worked and planned to get 
record-breaking business for the month. 
When prices had been fixed and all the 
merchandise assembled, hundreds of thou- 
sands of dollars’ worth of women’s and misses’ 
outer and under wear, hats and shoes, and 


Buyers 


and Managers Made Good 


With Reduced Advertising Space, Utilized 
in Striking Way and Helped by Telephone 
Calls and Delivery Truck Ads, 
Make Trade Hum for Two Weeks. All Sale 
Goods Passed on by Buyers’ Committee 


men’s and boys’ apparel and furnish- 
ings was offered to the public. 


Hour Sales Worked 


And there were “wheels within 
wheels” at this sale. As special in- 
ducements to bring in the crowds, 
“hour sales” of men’s and women’s 
garments and gloves were held on the 
two Fridays, with a special on the opening Sat- 
urday. The Friday “hour sales” started at 10 
in the morning, lasting only till 11, when a 
return was made to normal prices, or at least 
prices higher than the figures slated for the 
hour. The racks and tables assigned to hold 
the “hour sale” merchandise remained uncov- 
ered until 10 and all the items were sold either 
at cost or lower. This device proved a remark- 
able business bringer, used in conjunction with 
the big sale. Then there were also “combina- 
tion sales” of the usual dollar type. 


Bargains in Every Department 


The crash in the price of garments and 
other merchandise in the big sale included such 
reductions as $45 dresses sold for $14.75 and 
$16 jersey suits for $6.75. Bargains extended 
to every department in the house and there 
were opportunities in gloves, children’s hose 
and rompers. 

The general results of the two weeks’ sale 
were thoroughly gratifying, in that a new 
record was made in the volume of February 
business; “snap” was injected into a usually 
dull month; new spring merchandise was in- 
troduced and winter stocks were virtually ° 
swept out, leaving space and energy to be 
devoted to March business, as well as the 
impetus a successful sales event usually leaves 
behind it. 


a eee 


Vote-Seeking Kids 


Boosted Business 


“NOR several years past the Steele- 
Smith Dry Goods Co. of Birming- 
ham, Ala., has conducted a voting con- 
test every holiday season in which 500 
toys of every kind and description are 
distributed free among the children of 
that city. Two hundred and fifty pres- 
ents go to the girls and 250 to the boys. 
In the first place, it is necessary that 
all children entering the contest visit the 
store and register their names. Upon do- 
ing so they are given 50 complimentary 
votes as a starter, and thereafter are 
given one vote with every 10-cent pur- 
chase, 10 votes with every $1 purchase, 
etc. The main idea is, of course, that 
the children in the contest incessantly 
urge their friends and relatives to pat- 
ronize the Steele-Smith Co., and the 
children’s influence has its effect natur- 
ally, the additional volume of business 
amounting to many thousands of dollars. 
The customer making purchases will 
nearly always cast his or her vote for the 
favored child. 

A few days before Christmas 250 toys 
of more or less value were distributed 
to the girls and 250 to the boys, these 
going to those on each list who had re- 
ceived the largest number of votes. 


eS SS SS SS 2 2 2 ee ee ee SS SR RR ER RR SS Be ee eee 
Leeann eee eee bl et eee 


SELLING IDEAS 


Parade of Brooms on Buyers’ Shoulders 


Told Everybody About “Clean Sweep Sale” 


Cost Just $100 to Do It, and the Result Was Fine Business Every Day of 


the Sale. 


Sold Only on Second Floor and to Ad Coupon Holders, So 


Women Saw Ads and Store Displays 


How does a successful store put over a 
satisfactory clearance sale? 

How much should it increase its advertis- 
ing over its normal appropriations? 

What special stunts should it use to bring 
the crowds into the store? 

How should the store be decorated for the 
event? 

These are some of the questions that every 
women’s specialty shop or department store 
manager faces whenever he considers the 
proposition of putting on a special clearance 
sale. 

Of course it is always interesting and in- 
structive to learn how other stores answer 
these questions, so it will undoubtedly be 
worth while to inspect the way in which the 
Frank Dry Goods Co., Fort Wayne, Ind., re- 
cently put over a particularly successful clear- 
ance sale which embraced a number of new 
and novel features. 


Brooms Typified Sale 


This store’s sale was called a “Clean Sweep 
Sale,” and for the purpose of emphasizing the 
nature of the sale the store secured a hun- 
dred dozen corn brooms and sold these at 21 
cents each, at a loss of $100 for the entire lot, 
for the purpose of securing some -extra ad- 
vertising for the affair and for the additional 
purpose of drawing people into the store. 
These brooms were sold only between 9 and 10 
o’clock in the morning and between 3 and 4 
o’clock in the afternoon, and they were sold 
only to folks who clipped a coupon from the 
store’s newspaper ads entitling them to a 
broom at the price quoted. Also the brooms 
were sold only on the second floor, thereby 
making it necessary for all the purchasers to 
walk through the entire store and see all the 
goods offered. 

And here was one of the particularly 
good advertising features of this sale of 
brooms—the brooms were not wrapped and 


FRI IH AAD AAS LN TRL LES INAS TLD LISA TLL, 

Davison-Paxon-Stokes Co. }} 
cere |{ | New Spring 

( Ty Complete the S I L 

Of Wondrous Beauty and- 

At Remarkably Low Prices 


And as for Quality—the markets afford none 
that are superior to the items fisted below. 


KS_ 


Safinuse nee 
$2.00 and $2.50 E 
sumed Pas? 


were not delivered. Consequently, during 
the hours at which the brooms were offered 
for sale the down-town streets were filled 
with folks carrying brooms and as each 
broom carried on the handle a label bearing 
the firm’s name in big-sized, very evident 
type, the store secured a tremendous amount 
of advertising from this stunt. 


Hour-to-Hour Sales 


In addition to the use of the brooms to get 
folks into the store the store also adopted the 
plan of having special hour-to-hour sales dur- 
ing the early hours of the morning. The 
goods offered at these special sales were 
changed from day to day. On the opening day 
silk waists were offered at $1 from 9 to 10 
o’clock and petticoats, tie-back sweaters and 
middies were offered at special prices from 
10 to 11 o’clock. 

Of course the store was specially dec- 
orated for the event. The decorations con- 
sisted for the most part of streamers bearing 
the words, ‘““Frank’s Semi-Annual Clean Sweep 
Sale’ strung across the aisles. Also these 
streamers were displayed to good advantage in 
the show windows. In the store, too, the 
brooms were attached to the corners of count- 
ers and signs were placed on them directing 
folks to the second floor department where 
the brooms were put on sale. 

Naturally all this promotion work had the 
desired results. The store did a fine business 
every day of the sale. 


“Buy as You Sell” Helps 
Bring Farmer Trade 


To buy what the farmers raise in one’s 
immediate neighborhood has been found an 
excellent idea by many a retail store keeper 
in a farming community. A commission house 
is, of course, the medium by which 
the money of the community is 
kept there. The store provides a 
market for everything the farmers 
raise, by means of this commission 
adjunct. To take whatever the 
farmer has to offer, whether it be 
cord-wood, butter, eggs, or what 
not, and to either buy it outright 
or sell it in a nearby market, has 
been found a valuable business 
help. While it savors a bit of the 
old time system of barter, it is 
not that at all, for the farmer re- 
ceives cash for his products, and 
in return pays cash for what he 


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Duretta Cloth M4 


ieee Saker 
= Rites 


buys—preferably, of course, to the 
store which has provided him with 
an outlet for his products. 


This ad from the Davison-Paxon- 
Stokes Co., Atlanta, Ga., shows more 
than an eye-catching lay-out. It offers an 
excellent example of merchandising, two 
departments which are, or should be, 


Yard 


associating fabrics and new clothes im- 
mediately she sees the ad, and if she is 
not in the market for ready-to-wear, she 
is a good prospect for silks. The illustra- 
tion is unusually good, too. 


a 


29c Yard | | § 


Po 


closely related. The reader cannot help: 


EVERY LIVE IDEA 
YOU USE 
IS ANOTHER NAIL 
IN THE COFFIN 


““New Customers’ Week” 


Goes Out After “Em 


From the advertising specialists of Mar- 
shall Field & Co. comes the thought of “New 
Customers’ Week” to take its place among the 
various “weeks” which follow each other in 
such variety. The idea is advanced that retail 
merchants should not only accept trade that 
comes to them, but that they should make 
people trade with them by going out of their 
way to serve them. New customers_are gained 
by telling them of the advantages to be gained 
by trading at the store in question. 

They are told that they can get as much 
for their dollar at their own store as they can 
by sending to far away mail order houses. 
This idea is advanced through the most appro- 
priate mediums of advertising, and is also ex- 
plained by the salesperson who presents to his 
prospective customer the ideas of quality 
merchandise, low prices, and quick and 
courteous service. 

The Marshall Field & Co. idea is to tell 
each customer of the guarantee that covers 
every article sold, and to impress upon him 
that the store is pricing merchandise at a fair 
margin of profit so that quick turnover will 
help to increase business for the year. At 
the same time the idea should be given that 
low prices do not mean cut prices at the 
sacrifice of quality. 

Always to have on hand what the people 
want when they want it is the aim of every 
merchant. He should measure his business 
not alone by the number of dollars in his cash 
register, but also by the service he can render 
his customers. 


Watch "Em Jam a Homey 
Corner Like This 


A Middle Western store has devel- 
oped a quaint and trade-pulling corner 
in the “Martha Jane Pantry Shelf.” 
There customers buy attractive small 
jars of jellies, jams, pickles, baskets, 
attractive baskets of food, etc., with 


cheery little verses which make charm- 
ing gifts for hospital or sickroom visi- 
tors. The corner is quaint and unfor- 
gettable with its latticed window, win- 
dow seat and pantry shelves in Delft 
blue. 

How your women customers would 
react to something like that! And men 
too, who remember “the kind mother 
used to make.” 


‘Just Received” 
Cards Bring Quick 
Response 


“Just Received” cards are used by Carson, 
Pirie, Scott & Co. of Chicago, to notify certain 
customers of the arrival of new goods in 
which they may be interested. The “live- 
wire” customers naturally respond to a card 
with the words “Just Received” printed as a 
heading and followed by a very brief typed or 
long-hand description of the merchandise. An 
ordinary typed letter or a circular might not 
be read at all, but the “Just Received” card 
hits the customer “right in the eye.” It takes 
him or her only half a jiffy to absorb the in- 
formation it contains. This is saved, and 
the story is put over more effectively than if 
a more elaborate method was undertaken. 
Waste is eliminated, as every message reaches 
the person for whom it is intended and is un- 
derstood immediately. There is a pleasant 
touch of flattery to the “Just Received” card, 
for the customer feels that he is being shown 
a special favor, and after receiving one or two 
of the cards, awaits them with interest, re- 
garding them as news, and considering them 
far more personal than he would an ordinary 
letter. 

Naturally a very active list of responsive 
customers are the ones to whom these cards 
are mailed. 


Little Local Interest “Takes” 
Like House Afire 


To give your ads a local interest adds to 
the reading power very much. Here are some 
simple, easily applied suggestions: 

Lay aside odd corners of the ad and de- 
vote them to bits of information in sentences 
and paragraphs like these: 


“It may interest you to know that there 
are an average of 12 children between the 
ages of 8 and 14 years to each block in our 
city.” (Hither say “our city” or use the 
name of the town. Preferably the latter.) 


* * * 


“You have never counted them, of course, 
but in our town there are 105 brick houses. 
Next time you ride or drive about, notice 


them.” 
x ok Ok 


“The local ticket agents tell us that they 
sell on an average 3000 tickets a month here. 
This indicates that a good deal of traveling 
centers here. We thought it would interest 
our towns-people.” 

* * 


“Last year 150 people had vegetable gar- 
dens in . That is pretty good for a pop- 
ulation no bigger than ours.” 

* * * 


“How many people do you think own 
automobiles here? You’d be surprised. 
There were 1060 registered last year.” 


* * * 


These are just samples. You see, 
they are little things but easy to get if 
the adman is alert and sees the local- 
interest value of these little “Local Al- 
manac” touches. A store, especially in 
a medium-sized city like fifteen to twenty 
thousand, could soon center a peculiarly 
tenacious kind of interest in its ads by 
doing something like this: A set space 
like the one the newspapers use for the 
weather forecast would add to the value 
of this idea. 

Any store wishing to could have these 
local items printed or lettered on small 
placards and paste them on the inside of - 


New Black and W. hike Hats 


by Wall Paper 


Corire @arpins Stock af Throw Large Masctetarers 


New Dress Goods 


Sinck Stare Serge, Slash andl matory oh ard... Te 
Selec arm or ack ea stra, ud 


number of items 
stawd out. 


SELL: tN Gav ED EAS 

a main street window. It is wonderful how 
people get into the habit of looking for 
things like this after they once become inter- 
ested in them. It costs nothing and does a 
lot. The fact that every line of the usual ad 
is devoted to selling something makes this 
idea, if used consistently, stand out like a 
house afire. 


NOW SHOW ME THAT 
BUNCH OF PESSIMISTS 


Get First Licks at 
New Office People 


Washer Bros. of Fort Worth, Tex., be- 
lieve in creating good-will for their men’s 
clothing and furnishings business-—and are 
doing it effectively. When anyone opens a 
new office in town they supply ‘Don’t Park 
Here” paperweights for each desk—miniatures 
of the warning signs employed by the traffic 
department on the sidewalks of Fort Worth. 
The warning is printed on cardboard an inch 
in diameter, mounted on a little wooden stick 
three inches high and fastened to a small iron 
base. 


ane “Bargain Sant al the Cash Store 


ics | Plain and Fancy Silks 


+ Great Sule Monday Paasuring $250 ro $3.00 
Values at, Varo 


Brand New Purchases 10 


adian Head Monin 


‘Our Millwoery Department Leads Again + Sue Movaay! § Remarkable Value-Caving Sale ot 


That Have Taken Eastern Faw 
Wonderful 750 end 3 


9 Wewes 
Sha, 


NOW IS THE TIME TO 


‘Youll Find Style Value Galore (a Thus Sale of Worden’ and Misses 


eet SUITS 


‘Now OW BALE 


ih 


iy 


rea wage ne cameras ch tue samen At Fo 


Soe meron ores wer EL tae emt 8 


Conta toy woman sod manere Baiied 


A quite plain but effective way of advertising a large 


Women's Pure s and Oxfords 


on which the leading price figures are to 


Fine for Almost Any 


Anniversary Sale 


Here is the way a fiftieth anniversary 
sale was conducted. You might carry out the 
scheme for an anniversary of twenty, thirty 
or forty years, and find it turns out to be a 
tremendous success just as it proved to be 
in this instance. 

A week prior to the appearance of sale 
ads a series of blind ads began. Each was 
in a single column, but set sideways, and 
announced simply, “It Took Fifty Years.” 
After several days the -words “to prepare” 
were added, and just before the sale adver- 
tising proper started, “It Took Fifty Years 
to Prepare for This Sale.” 

Then came a set of five-column, fifteen- 
inch ads, run for the purpose of featuring 
the store as the oldest in the State. One of 
them reproduced actual signatures of pioneer 
citizens of the town and another showed pic- 
tures of the store, thus showing how different 
its appearance in 1871 and in 1921. 

The day before the sale an eight-page ad 
was run in the morning paper, to enable cus- 
tomers to look over the bargains a day before 
they were put on sale. During the sale ads 
of one to four pages were run. 

The store was decorated in gold and white, 
both inside and out. Black and gold signs 
were on all delivery vehicles and signboards. 
Fifty candles—electric lights—were arranged 
on the outside walls. 

A huge birthday cake was cut and pieces 
distributed to customers on one day. An es- 
pecially attractive window display was ar- 
ranged from merchandise which customers of 
many years ago had bought at the store, in- 
cluding clothes, clocks and many other articles. 


Local Pride Invoked to 
Sell City’s Goods 


HE buying power of any community 

is, of course, largely dependent 
upon its industrial conditions. Mer- 
chants who are interested in improving 
business relations in their immediate 
vicinity will find interest in the ‘‘Made 
in Los Angeles Sale” held by Jacoby 
Brothers to stimulate the store’s volume 
of sales. 

Each year the Los Angeles Chamber 
of Commerce holds a monster exhibit 
of locally manufactured merchandise. 
These have not always been to the en- 
tire liking of the most enthusiastic An- 
gelenos, as several of the local represen- 
tatives of “foreign”? manufacturers also 
display their wares. 

Buyers were, therefore, instructed to 
ascertain what commodities on sale in 
their departments were produced by re- 
liable manufacturers in Los Angeles. A 
survey of the store from top to bottom 
indicated that only cotton and silk yard 
goods and leather shoes were not made 
in that city. 

A letter was sent to each manufac- 
turer stating that if he was willing to 
work on a closer margin of profit than 
usual, Jacoby Brothers would be ready to 
do likewise on any dependable merchan- 
dise. The matter was to be entirely vol- 
untary; manufacturers would not be ex- 
pected to disturb their present channels 
of distribution or suffer loss; but here 
was an opportuity to show the inhab- 
itants of Los Angeles what actually was 
manufactured locally. 


SELLING 


IDEAS 


Relay System Assures Cu 
tomers Visiting Other 
Departments 


HN 


One of the chief difficulties of the depart- 
ment store—the difficulty of getting custom- 
ers to proceed from one department to an- 
other when making purchases—has been suc- 
cessfully overcome by the well-known Eng- 
lish store of MclIlroy’s at Henley. The firm 
has recently introduced the relay messenger 
system into the store for the convenience of 
customers. 

Messrs. McIlroy do an extensive “club” 
trade—a system by which the customers pay 
into the club weekly for checks approximat- 
ing in value up to $10 or $20. When these 
checks come to be changed at the store for 
goods the customers naturally wish to visit 
several departments, and it was particularly 
for the needs of these clients that the system 
of messengers for convoying customers from 
one part of the premises to another was in- 
stituted. 

The messengers are stationed at central 
booths on each floor of the building and can 
be summoned by the customer by pressing 
an electric bell, a number of which are scat- 
tered about the store at the entrances ‘to de- 
partments, near the elevators and staircases 
and at other convenient points. In the mes- 
senger booths are indicators which, con- 
nected with the electric bells, tell the 
guide exactly where the caller is stand- 
ing. 

Thus, when a customer has completed 
her purchases in one department and 
wishes to proceed to another, all she has 
to do is to ring one of the electric bells 
and one of the messengers makes her 
appearance to conduct the customer 
wherever she wishes to go. 

Mr. Mellroy says he is delighted with 
the system, for it serves a twofold pur- 
pose: Time and trouble are saved shop- 
pers, while the assistants need no longer 
lose contact with their respective depart- 
ments after serving customers in order 
to “show them the way.” 


“Anniversary Sale 


Daily” a Puller 


In celebration of an anniversary, an 
entire month was given over to a series 
of daily anniversary sales by a Pennsy]- 
vania store. Everything was planned 
in advance for a specific department to 
contribute some certain article to be 
sold at cost price on a specified day, so 
that some department was selling some- 
thing at cost every day. It was adver- 
tised in the papers as a “daily anni- 
versary sale,” and a neat illuminated 


’Member last year? That Shirt Sale! 


M281 


sign’ was placed in the section where 
the special sale event was in progress. 

The idea worked so well, it was de- 
cided to hold a grand climax on the last 
day of the month with every depart- 
ment in the store contributing some 
article to be sold at cost price. A page 
of space was taken in the newspapers 
for an announcement of the event and 
the store was thronged with customers. 
It was the biggest single day’s business 
in the history of the store. 


Girls’ Sewing Class 
Means Future Sales 


All mothers who attended the dressmaking 
school conducted by the Shillito Company of Cin- 
cinnati, Ohio, were invited to enroll their little 
daughters in the girls’ sewing class run by the 
store every Saturday morning. The only require- 
ment for entering the child was the purchase of a 
pasteboard doll for thirty cents and the material 
for making dolls’ dresses, which amounted to 
ninety cents. Some idea to get mother and daugh- 
ter interested in dressmaking and fabrics at the 
same time—just another case of “get them while 
they’re young.” 


Bigger than Washington’s monument! j 
Again tomorrow morning at 8 o'clock! 


SHIRTS 


Woven Madras, Oxfords, Pongee 
Not a “Print’’ In the Lot 


To make it the greatest 
shirt sale we have ever held, 


the reductions from “regu: 
lar” are smashing—the say: 
ings immense, The price 


of) 


6 for $8 


(Sizes 13) to 20) 


° 
[ Every Shirt Perfect! 


Materials Usually Found 
in Shirts Selling 
at Deal More 


The sale starts at 8:00 Thursday Morning 


LANSBURGH & BROTHER 


Direct Street Entrance to Men's Shop--Olf Seventh 


Striking is no name for this! 


The illustration has interest. It is not merely decoration. 


em 


It hits right out at a 
t 
sells shirts. A splendid way to catch men’s business, since 
the appeal is very masculine. 


== 


“Mere Man” Wants Toilet 
Goods in His Own Section 


In this age of feminism, Mere Man will 
appreciate a little attention in the way of 
toilet requisites, and a New York department 
store has evolved an idea which worked so 
well that it is worth passing on. In an aisle 
which was otherwise devoted to men’s clothing 
and haberdashery, there was staged an im- 
pressive display of toilet articles which gained 
in appeal from being shown in conjunction 
with men’s goods and in a locality where men 
expected to find stocks which appealed es- 
pecially to them. It was possible in this 
special New York case to allot only a limited 
space for the display, yet a comprehensive of- 
fering of articles for men was made. The 
items consisted of such necessities as razors, 
strops, whisk-brooms, taleum powder, shaving 
and toilet soaps, brushes and kindred ar- 
ticles. 


‘Ku Klux’’ Rider 
Surprised City 


“You'll be surprised!” was the warning 
on a banner which a masked rider bore about 
the streets of Richmond, Va., not so long 
ago. The rider appeared daily, and the same 
slogan was posted on billboards all 
about the city. Finally it was learned 
that the campaign was a forerunner of 
the ninth anniversary of the Weisber- 
ger Co. On the day the sale began, 
special bargains were offered all over 
the store, and each one was designated 
by the same exclamation, “You'll be sur- 
prised.” The curiosity aroused by the 
preliminary campaign materialized in 
tremendous business during the period 
of the sale. 


“Stay -at-Homes” Buy 
Vacation Goods, Too 


Vacation helps not only for travelers, 
but for stay-at-homes may be covered in 
interesting booklets that invite immedi- 
ate sales of such necessities. For the 
travelers there is a comprehensive list 
of things that will be needed for sea- 
shore or camp, as well as suggestions in 
packing. The stay-at-home booklet gives 
important advice for the transforming 
of the house into its summer guise, and 
suggests summer floor coverings and 
accessories that will make the house seem 
cooler than it really is, on the hottest 
days. Both of these booklets are excel- 
lent as well as comprehensive selling 
helps. They have achieved real results 
where they have been used. 


Store Sales League 
Scored Lots of 
Runs 


A competitive one-day sale in which the 
merchants of a town take part, reaches the 
very height of cooperation and commun- 
ity spirit. Each store taking part in the 
sale offered special bargains for the day, 
and all of the advertising appeared in one 
newspaper. To make the competition still 
keener, some stores divided their sales- 
people into “teams” and pitted them 
against each other, offering $50 as a prize 
to the winning team and $10 to the sales- 
person turning in the greatest sales. The 
contest was scored as a baseball game, 
each $500 in sales entitling the team mak- 
ing it to one “run.” The score-board in 
each store was divided into nine frames 
or “innings,” each representing one hour 
that the store was opened for business. 

Naturally the sale or season could be 
extended to run any length of time, and in 
a large store a “league” might be formed 
and the daily percentages figured as in 
baseball. The average sale in each de- 
partment should be accurately figured in 
the interest of fairness. For instance, if 
the average sale of the notions department 
is $1 and the average sale of the linen de- 
partment is $4, then the linen department 
quota should be four times that of the 
notions department. 


Monthly and Weekly Dollar 
Days Force Volume 

Symons Department Store, Butte, Mont., 

has found it advantageous to hold a dollar sale 


every month since February, 1921. 
The main feature of each sale is to offer a 


PRATT LITTLUU TU LLOTUUUUUTUTUUUUI OUTLET COLECU UPC ULLUL UCL ee LLLL LoL 


lis 


Ticketed Samples on First 
Floor Showed Customers 


Where Bargains Waited 


A feature which proved itself 
worthy of note in a New England 
store’s sale was the method of direct- 
customers to the departments 
where sale merchandise could be had. 
A number of tables were set out in the 
garment department on the second 
floor on which were displayed samples 
of anniversary day bargains from all 
departments. The sales force and gen- 
eral help inspected the assembled bar- 
gain department on the day before the 
sale opened. All the articles displayed 
were ticketed to indicate the depart- 
ment and floor where they would be 
sold. 

The tables were maintained during 
the sale, with an information clerk in 
charge to direct inquirers to the de- 
partments desired. This idea acted 
very noticeably toward greater sales 
through suggestion. Close tabs were 
kept on the inquiries and the resultant 
inquiries at the departments where the 
goods were sold. 


ing 


PITT MUNNUTTIUUUU UTD LLU LUO ULL DLL ULL CULL OOD COUT LIEUULI UL LLL LLU ULL ULL LL coe LLL 


THTSTUUUUTTUODTOTTOOTVTDTTTTOTTOTTTTTTTTTVTITTTTITITCCUOUUTUUUOUOCTUOOUOONOOIOCIVIQTNTUGTITTOTTHUTTLLUTTLITLULLUTITUUITLUCLOLUCUUPUULICLCOUUUOUODOUOOOULCUOGGATUUUUUIUOUUOTUPOUULLUUCULLOGUUCLULLCCOOONOGGAGOGGOOGEAAOCCCUOUUOLUULLLLLLLLELLLLLLLPLLULLLLL DULCE LOLOL Cocco eee occ cee 


HUNNNNSTUQ000G0000 0009000000000 00 00000000 


Fall 


Lam MMMM 


SyE, LEN Ga DILFArs 
larger number of items at a dollar, display 
them more strikingly and give values a trifle 
more attractive than the preceding month. 
The usual daily page advertisement is re- 
placed by the general dollar day ad. Dollar 
days always take place on Monday and are 
advertised on Sunday. The appropriation ap- 
proximates one and one-quarter per cent of 
the day’s sales. 
Merchandise is specially bought for the 


A Springtime Saving Opportunity--Store-torde in Its Scope-—-Record-Breaking in Its Values 
Ss Hin 93.00 it fosma Baines 1 Taian 


7a Pet 


Real French Kid Clowes 


at $4.50 Pair 


SATURDAY, APRIL 30, #93 ‘Sale Begs Monday 
We Enthusiastically Herald to All Southern Cahfornia the Announcement of 


Thousands of New Frends Will Accrue to This Store 
Because of the Exceptional Values Offered _m This Event 


A Feature! 
» | New Millinery at 


[$8.75 ] 


New Mb ante 


50 of the Popular Knitted Capes and Velvet 
Jackets. Special for Monday. at $15.00 


Offered as» Result of an Exceptionally Fortunate Purchase 
Pat . 


ts will be wt User best at Uhat Lime 


| Buffums)| 7 


— 
Oy Foose ate 


| SJormerty The Mercantile Co 


Here is a May sale ad where a few illustrations 
are made to go a long way. The type is well used 
to give an illustrative effect, and the balance is good. 


sale, and while an effort is made to yield a 
profit on all items, there are some that are 
used as leaders. No ’phone orders are ac- 
cepted. 

The items to be sold are grouped in the 
stock rooms and are placed on the counters 
on Sunday, when the girls come down to the 
store for an hour. Store opening is delayed 
one-half hour until 9:30, so that the final fin- 
ishing touches may be made. 


Red Paint Hit the Eye 


On March 6 a very successful sale took 
place. For two days previous a gigantic 
‘number 1” preceded by a dollar sign and 
painted red was placed on the main floor. The 
Sunday ad contained in the center, also printed 
in red, a big ‘number 1” on which appeared in 
red “Symons Dollar Sale.” At the same time 
the display cards in the windows were illus- 
trated with red paint. 

Always, windows are dressed to harmonize 
with and push the sale. By 8 o’clock of the 
Saturday before, the items to be sold appear 
in the windows, which are kept in this con- 
dition until Monday evening. 

The sales have always attracted big crowds 
that block the sidewalks before store opening, 
even during the depressed business conditions 
when the copper mines and smelters in and 
near Butte were closed. 


Departmental Dollar Days 


One novel development is a strictly depart- 
mental dollar sale taking place every week 
that is confined to one department alone. 

The general store dollar sale was so suc- 
cessful that at the beginning of February the 
Symons store determined to test out a dollar 
day in one department alone. Since then every 
week the men’s furnishing drapery, white 
goods, domestics or some other section has 
been featured by an ad that announces an ex- 
clusive dollar day to be held in that depart- 
ment. Usually about twenty-five items have 
special prices in these sales. 


8 O28 OH Oe OH OH OH OH OH Wee Ore Oe Oe Woe Wee BH OH OH Be OH OHO OH OH OH Or Or Or Or Or Oe 


“L. Q. Sale” Peps Up Odd Slack 


Hours 


of 


OO Ser Ser Oro Gory 


A California store holds a unique sale 
every Friday, the like of which is run by no 
other store in the city. This sale is called 
“L. Q. Sale.” The two initials stand for 
Limited Quantity, but city folks have be- 
come so familiar with what such an event 
implies, that no interpretation is needed. 
The exact number of articles offered in this 
weekly sale is always plainly stated by the 
advertising manager in his announcements. 
If the number happens to be a moderate 
one, as it usually is—there is a rush for 
the particular bargain counter the moment 
the store opens. Customers like it and the 
store heads like it because it cleans out spe- 
cials during the slack morning hours. 


Ber eet ee ee eee et ee ee et et eee et eee ee et ee er er ee es ea 


Simple Scheme Assures 
“Suggestive Selling’ 


OOH OOo OH OH Oe Or Oe Oe Or Ber er er Or Oe Oe OH Ser OH Orr Ore @ Gre Mer Owe eer een 


OOH OOo OH Oo Oo OOo OOo Oo OH OH Or OHO Oi Orr Orr Oro ® 


. 


Pepping up selling in the store of an Ohio 
firm has been done with remarkable success 
through a little device worked out by the head 
of the sales promotion department. 

Each member of the salesforce is pro- 
vided with a copy of a form giving, in columns 
reading from left to right, the following in- 
formation: Date, merchandise requested, 
amount sold, additional goods suggested or 
goods substituted, amount sold, total sales. 

Each one is required to make regular en- 
tries on this form and to turn it in to the 
promotion department at the end of the week. 

The idea is to assure the following out of 
these rules: No customer must be permitted 
to leave the store because the merchandise re- 
quested is not in stock without the salesperson 
offering or suggesting a substitute; no matter 
what a customer is sold, additional goods 
must be suggested to her. 

A good deal of rivalry has sprung up as a 
result of the system, and prizes are awarded to 
members of the salesforce showing best re- 
sults. 


Every 58th Sale Free 


For a number of years the Auerbach 
Co., Salt Lake City, Utah, during their 
anniversary sale, have given free the 
sale corresponding to the number of 
years they have been in existence. 

Every time a customer makes a pur- 
chase (either cash or charge) the sales 
check is sent in a pouch to a central 
cashier’s desk. A special cashier is in 
this cage, who counts these closed 
pouches as they come in from the vari- 
ous departments (except groceries, 
meats, phonographs, patterns and C. 
O. D. purchases) throughout the entire 
store. This cashier marks each. fifty- 
eight pouch as a “free purchase.” 
This fifty-eighth pouch is then opened 
and the sales check is stamped “paid,” 
no matter whether the amount is 10 
cents or $1,000, and the merchandise 
presented to the customer with the 
compliments of the Auerbach Co. 
Should it be a cash purchase, the money 
is returned at once in the pouch to the 
customer. If it is a charge purchase, 
the check is simply stamped “paid.” In 
either case, the merchandise so pur- 
chased is given to the customer abso- 
lutely free of charge. 

To insure absolute fairness in the 
above plan, the special cashier who 
counts the pouches is chosen by the 
daily newspapers. 


SeEPL Ei NiG ei Din AS 


Three Ways to Make Dull Spots Shine 
No Matter How Slow Things Are 


“Bright Spot Table,” ‘“‘One-Day-Specials Corner” and ‘Magic 
Value Tables” Are Antidotes for Any Degree of Slackness 


ol X YE have tried a good many stunts. 

These bring people in usually, 

but it is difficult to trace any per- 

manent value derived from them. Is there 

any way to create real interest in certain 

lines or departments and keep it up for sev- 

eral days? We are losing faith in cut-price 

sales.” (Excerpt from a recent letter from a 
retail merchant.) 

Many other merchants are in the same 
boat with the writer of the above. They need 
increased sales and would like to get them 
without sacrificing all their natural profit. 

What these merchants really want is a 
selling plan, the details of which are inter- 
esting in themselves, aside from the natural 
interest the customer has in the goods fea- 
tured. Also, such plans ought not upset the 
regular advertising and sales effort through- 
out departments not participating in the 
special event. 

Here are the details of these practical 
plans applicable to special selling purposes. 
Read the descriptions and then study your 
own needs. One of these plans is sure to fit 
your needs one way or another. 


For a Dull Corner in the Basement 


Almost every department store basement 
has a badly lighted corner in it. Put a long 
table in this corner and suspend six or eight 
electric bulbs above the table at two or three 
foot intervals. Shade the bulbs with a re- 
flector, green outside and white inside, so 
they will cast a circular glow on spots on the 
table. 

Under each of the reflectors arrange spe- 
cial groups of merchandise like toilet soap, 
talcum, face cream and other items. Use a 
bulk price for each lot—like six items 
for a bulk price of 55 cents—whereas, if 
sold separately, the group might amount 
to 70 cents. Put as many groups on the | 
table as space and bulbs will permit and | 
name the table “The Bright Spot Table.’ 

Advertise this table as a regular fea- 
ture for three to six weeks. Tell the 
women to be sure and visit it every time 
they are in the store, since it carries 
special offerings every day. This plan 
fits the sale of toilet goods—the kind 
which need special pricing. It will fit 
notions, small wares and even men’s fur- 
nishings, especially the lesser priced 
items. If the plan goes well, it could be 
made a regular basement department. 
The idea is that the glow of light em- 
phasizes the items and the bulk price, 
which should be featured on a card laid 
flat on the table near the group it fits. 


For an Odd Corner on the First Floor 


Women’s 
Cotton and Lisle 
Stockings 
ON THE BOOTH 


In most stores there is a first floor 
space, usually small, under a staircase, 
in an alcove or at the right or left of an 
entrance between the main body of the 
store and an “L.” 

Put one long table or three or four 
small ones, according to the shape of the 
space, into this corner. Feature on these 
tables at certain intervals several sets of 
specially priced items from several de- 


something from cutlery and crockery sections 
on another; some men’s furnishings, such as 
odd pattern shirts or broken lines in socks 
or ties on another table, and so on. The best 
plan is to use small tables and put only a 
few items on them, being sure they are timely 
and extra good values. Call this corner of 
the store the “One-Day Specials Corner.” 
Advertise it, give it a little window space 
now and then and, above all, put one or two 
clever salespeople in charge of it. The idea 
is to establish a location in the store which 
can be used as a detached outlet for price- 
reduced values from several departments. 

The success of this plan depends on the 
choice of the featured items and the daily 
changes. In advertising, do not mention the 
items, but mention the department. Get it 
established as a place every woman ought to 
glance at before leaving the store. 


The Magic Values Table 


For Short-Period Extra Value Offerings: 
This plan can be used to replace and improve 
on the old special selling device known as 
the Hour Sale. In six or eight departments 
in different parts of the store, preferably 
one on each of several floors if there are sev- 
eral, place a table which is different in ap- 
pearance from the regular run of tables and 
show cases, but try to have the tables ex- 
actly alike, no matter what floor they are on. 
Call these tables “The Magic Values Tables.” 

Have the same merchandise on all of 
them and all at one price. That is, the table 
on the fourth floor has gingham house 
dresses on it for Wednesday. The Magic 
Table on’ the first and third floor has the 
same. The merchandise is priced regularly 


 Month-End Sales 
Start Monday at 


Byaitel & Fisher’s 


Every department is brimful of real bargains for this spring sale. 
Replenish your home and your wardrobe from the specials listed below. 


quality and price. 

The “Makings” 
of Distinctive 
Spring Attire 


Silke 


br oidered 


AN Special Priece At Spin) Prices 


Luggage 


Housefurnishings 
Tub Materials pherel 


Kary tec 


» Art Department 
~ Specials 


Leather Goods 


Women’s Fine 
Kid Gloves 


At Special Prices 


Women’s Lisle 
Underwear 


| NOTIONS | 


| SeRsb s37tee 


i 
| 
! 
| 


REMEMBER—Each article is the typical D. & F. merchandise, reliable in 
Muslin and Philippine Hand 
El 


Underwear | 


This Practical Stunt 
Moves Ready-to-wear 


An experiment which has been tried out 
in one large department store for the pur- 
pose of disposing of some articles of ap- 
parel at low prices, has worked out satis- 
factorily. This plan involves the transfer 


of the garments which they desire to dis- 
pose of to the ground floor, where they are 
grouped on tables, or in other convenient 
ways, and usually they sell very rapidly. 

In this particular store the ready-to- 
wear section is on the third floor, which is 
relieved by this plan of the “sale” atmos- 


phere. This store is satisfied that more 
garments are disposed of quickly in this way 
than if they were advertised as a “sale” 
and sold in the regular section. 


—say, at $2.50 on each dress. State in your 
ads that some time during the forenoon of 
Wednesday of a certain week these tables 
will suddenly bloom out with a special price 
like $1.95 for any of the dresses. (The price 
$1.95 may not be the right one for a value 
worth $2.50 regularly. The store can make 
that. This is for illustration only.) 

The idea is that women will be on the 
floor where other goods interest them and 
will watch the gingham dress table, the 
Magic Table of that floor, on Wednesday 
morning. State that the special price will 
continue in force until noon, or until the 
dresses are gone, but will return to the regu- 
lar price promptly at noon of the day an- 
nounced. 

This plan is practical for several kinds 
of variations of the way just outlined. For 
a change a week or two later, announce that 
in the forenoon one thing will be on the 
tables. In the afternoon, something else. 
Once this idea is established it will bring re- 
sults if rightly used. 


Red Tags and White 
Elephants Clear Goods 


Disposing of the season’s odds and 
ends is a rapid and profitable business 
at the Wade, Lietz & Grometer store, 
Aurora, III. 

Every year this firm stages a great 
Red Tag Sale. The town is placarded 
with ads, the newspaper allowance is 
doubled and red tags of the sort pic- 
tured are hung on every doorknob. 
Then begins the great knockdown. 

The original white tag is left on all 
goods to show the former value and be- 
side it is a red tag giving a price so 
tempting that none can resist. 

After the sale has run for a certain 
length of time so that practically every- 
thing is disposed of except undesirables, 
they stage a White Elephant Sale. 

“White elephants” in a store are 
costly because of the shelf room they 


partments; not necessarily associated or 
allied departments. 

For example, remnants on one table 
or a part of a table; millinery on another; 


Here’s an idea of what can be done with a few straight lines 
to make an ad of a number of items look right out of the 
paper at you. Its very simplicity commends it. It is easy to 
read at a glance. A very goodlooking ad with little illustration. 
Dignified and effective. 


consume, and this firm has found it 
more profitable to let the things go for 
next to nothing than to carry them over 
from year to year. 


SELLING IDEAS 


Maybe You Need Your Own Newspaper. 
These Stores Made It Pay in Sales 


Honest-to-Goodness Papers, One with Paid Circulation of 13,000. 
Have Cartoons, Special Correspondents, Police Court News, and 


Everything. 


Do your local newspapers reach the people 
you want to reach? Or are these people so 
situated, in farming or other outlying dis- 
tricts, perhaps, that you must get your mes- 
sage to them some other way? 

In one locality only five per cent of the 
farmers were accessible through the news- 
papers, and it was decided by the manage- 
ment of a progressive retail store, to cut down 
the newspaper advertising and try something 
more direct and effective. 

A weekly newspaper was decided upon, to 
circulate among 3000 families. 

It was regulation newspaper size, eight 
columns wide, but there was only one sheet. 
On one side was a full-page ad from all store 
departments, and on the other a newspaper 
heading under which ran the news and hap- 
penings of the store. This issue, sent under 
a one cent permit, had a circulation of three 
thousand copies. 

Knowing that people would soon tire of the 
novelty and come to think of it as nothing 
more than an ordinary advertisement, it was 
decided to publish an eight-page paper weekly. 
In the enlarged paper were many new features. 
Correspondents were secured in the three 
counties from which the store’s trade is drawn. 
Self-addressed and stamped envelopes were 
sent to about fifteen rural correspondents, 
who were only too glad to send in the news 
from their respective localities. In addition 
to this service, news concerning the city, 
county, State and nation is presented in a 
concise manner. Cartoon services liven the 
paper and a column of jokes adds humor. 
Editorials, a children’s section and a column 
for the store force also are included. 


But the page that is read most is the 
want ad page. Farmers insert their ads free 
of charge and many a cow has changed 
owners, many a hired man found a new job 
through this page. Over three hundred want 
ads were published in a recent issue. 


A reporter makes regular visits to the 
Court House, City Hall, Police Station and 
other points where news is available. Politics, 
however, are taboo, at least as far as partisan- 
ship is concerned. 

The present circulation is 13,000, with 
new subscriptions coming in daily. To place 
it in the mails under second class rating and 
to lower the cost of publishing a subscription 
price of $1 a year is charged. People pay it 
gladly, and many letters come in declaring it 
to be better than any other weekly in the 
county. 

A similar scheme was tried out in a little 
country town in the West. The enterprising 
store in this instance was entirely dependent 
upon the farming trade and surrounding 
towns. While there were two weekly news- 
papers, they reached only 1800 to 2200 and 
the store wanted to reach 5000 customers in 
this area. 


A co-operative arrangement was decided 
upon with the newspapers. They supplied 
figures on a four-page paper with the front 
page solid news, practically the same as in 
the regular paper. The price was $150 for a 
5000 run. Postage brought the cost to $200. 

It was proposed to carry a page ad for the 
store and then charge enough for the balance 
of the space to reduce the cost for this page 


It Really Pays, Too. 


to $50. This worked out all right. 

The paper is distributed free. Its advan- 
tage is that it has some real interest in it, 
instead of being purely an advertising circu- 
lar as are so many co-operative papers. In 
this instance also, an especially attractive 


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A plain, simple, splendidly merchandised ad, 
with outstanding illustrative border. 
read, neat and decorative. 
for you. 


Easy to 
A model with ideas 


feature to readers is the free Want Ad 
column. 

Business has been pulled from thirty-five 
miles away, right through several towns much 
larger than the town where this progressive 


store is located. 


Shifting Rug Stocks 
Makes Old Seem New 


It is a good idea to shift the carpet and 
rug stock around a little now and then. 

Customers who come into the department 
and go directly to the old, familiar corner 
usually go there expecting to find it occupied 
by the same old lines that have been there 
as long as they can remémber. They will not 
be annoyed at finding a change; instead, they 


will be impressed—the very fact that you 
have something else where they expected to 
find Wiltons (perhaps) will cause them to 
ask where the Wiltons are. ; 

That’s the beginning of a sale, getting a 
customer to ask where certain goods are to 
be found. Suppose that customer went to 
the corner and found the Wiltons there as 
usual, she would be apt to think, “I saw that 
rug the last time I was here.” In the event 
of this happening, would a sale result as read- 
ily as in the case of her failing to find Wiltons 
at all where she expected to? 

Putting the piles in new locations gives the 
line an appearance of freshness and newness 
that adds much to the desirability of the goods. 


A Neat Little Scheme for 
Kitchenware Selling 


A show window for kitchen utensils may 
be made interesting and a real business get- 
ter by putting a low table or a set of shelves 
like stairs into a window and, starting at the 
right-hand corner or the right end of the 
lowest step, put the smallest cooking utensil 
in stock. Next to it, and so on up to the top 
(if the stair idea is used, or around the 
table), place the utensil next in size until 
you have a complete exhibit of kitchen cook- 
ing utensils. Leave a space either in front 
of the lowest step or to one side for a plac- 
ard. Put something like this on it: ‘Here 
are twelve of the most commonly needed 
kitchen utensils in any kitchen, mounted in 
order of importance, cemmencing with the 
frying pan. The prices run downward in the 
order of the utensil least used. Notice 
there is only one price ticket in the window 
—$1.75 for a skillet. Figure out for yourself 
what the entire set can be bought for in 
our house-furnishings section. Then come 
right in.” 

Most women know that, day in and day 
out, the skillet or frying pan is used most 
often (or some other utensil, which one is 
unimportant), and then are likely to stand 
and look at that display until they really 
begin to see things they need for the kitchen. 


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Gifts and Draperies 
Seem Queer Partners 


But It Pays 


; 

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; 

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: 

H The linking up of different departments 
: is a means which a Middle Western store 
¢ has found effectual in promoting sales. A 
: member of the firm says: “We have put 
$ the gift goods alongside of the draperies 
¢ because so many of our customers buy 
; frames and goods from us and make up 
: lamp shades for their friends. Since we 
¢ brought the two departments together we 
{ have sold a large amount of drapery fabrics 
? for lamp shade purposes and we supplement 
: such sales often by suggesting that the cus- 
+ tomer make sets—include table and bureau 
$ scarfs and other small pieces. 

: “By proper presentation of short lengths 
¢ we dispose of remnants at a profit instead 
: of as in former days, losing money on them. 
: “Close at hand is our tea room, which has 
¢ become a regular meeting place for our 
3 women customers. From the tables they 
: can see some of our drapery goods and this 
¢ frequently leads to sales. We don’t look for 
$ a profit on the food we sell—so long as the 
$ tea room brings the women to the store we 
¢ are more than satisfied, as they always see 
$ things that they want.” 

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“Power Farming Day” 
Brought ’Em in from 
Miles Around 


Prizes for All Sorts and Sizes, a Gen- 
eral Good Time, and Desirable 
Dollars Rolling in 


A community day with attractions so po- 
tent as to bring all the country ’round into 
town, was staged in Appleton, Wis., on 
April 12, and was such a success that it 
might be tried out with profit elsewhere. 
As in everything else, co-operation was the 
middle name of Appleton’s great day, the 
merchants working together wholeheartedly 
to assemble such a list of attractions that 
the farmers just couldn’t stay away. 

It was really a “Ford and power form- 
ing” day, and the particular center of in- 
terest was the opening of a brand new, 
big garage by the August Brandt Co. All 
the festivities, the entries for various con- 
tests and the prize distributions took place 
there. 


Prizes for All Shapes and Sizes 


The merchants clubbed together, and 
produced a great variety of prizes which 
were given in numerous contests, particu- 
lar rivalry being shown in the matter of 
Ford cars. There were prizes for the old- 
est Ford, the most dilapidated Ford, and 
the noisiest Ford, as well as for the best load 
of farm products brought into town on a 
Ford truck. The heaviest woman coming 
in a Ford found a prize for her, and there 
was a bountiful luncheon prize for the 
largest family driving up in a buggy. A 
general large family prize was also given, 
and there was a gift for the oldest woman, 
and the oldest man as well as the fattest, 
the tallest, and the shortest. 

These prizes covered about everything 
from ten dollars in gold to a 130-egg in- 
cubator, or gratis ten-gallon gas fillings. 

In spite of a cold, damp day, and almost 
impassable roads, the farmers began to arrive 
in town very early, and the activities com- 
menced in the morning hours. Merchandise 
certificates were in many cases issued for 
prizes, and obligated the winner to call at the 
store giving the prize in order to collect it— 
and incidentally to do what shopping he cared 
to. 


A Big Time Had by All 


The afternoon program which began at 
1:30 in the town armory included band con- 
certs, motion pictures, and lectures upon 
power farming by half a dozen speakers, 
equipped with lantern slides to illustrate their 
talks. Meanwhile the streets were full of 
“Hick” bands (for which prizes were also 
given) and gift distributions were in full 
swing, while necessarily the stores were kept 
busy with the shopping crowds. Everything 
seemed to start and finish at the new garage, 
which, as the home of the Ford in Appleton, 
takes a place of major importance. Prepara- 
tions were made there for the accommodation 
of families who had brought their luncheons 
with them, and hot coffee was served them 
without charge. 


Brought Cold, Desirable Dollars 


Altogether nearly $1,000 in prizes were 
given away, all coming from the merchants of 
the town. This amount covered not only the 
competitive awards, but several hundred actual 
gifts which were distributed at the garage. 
All of the firms which took a part in the 


Soke LIN GaeleD EAs 
community day were more than delighted with 
the results, and found that business was very 
much greater than on the corresponding day 
of the year before. It was a get-together occa- 
sion that not only provided the visitors with 
a day of good fun, but which showed up in 
cold desirable dollars when the merchants took 
stock of the day’s activities. 


Smashing big ' 
hits for 
Saturday 

(sce poge 19) 


Savings not 


to be missed 


The Hecht Co. 


women’s new dresses 


Maytime fashions in a sale 
of compelling magnitude 


$16.50, but made to sell for two or three times more 


EW fashions, lovely fabrics; everything 
desired in dresses for street, matinee 
and sports wear. Four styles are sketched: 
forty more are here. each as individual and 
charming. Scores upon scores of dresses 


Crepe de chines 
Beaded georgettes 
Conton crepes 


Black, white and every favored shade. Misses’ sizes 14 


to 18; women’s, 36 to 42; extra and stont sizes to 5214. 


See the window displays 
Two minutes if front of the windows will tell 
an an hour of reaitimg—these dresses 


For your easy selection 
Dresses will be segregated on racks according to size. 


variously in: 


Seldom does one see as good an example of 


The type and illustra- 
It ts 


use of black and white. 
tion are employed to mutual advantage. 
an excellent model for an opening ad. 


‘‘New Clothes Cure’’ 
Latest Sales Idea 


Here’s the newest copy idea that we’ve 
seen in a long while. The headline reads, 
“Just one new dress has been known to cure 
a severe case of nervous prostration,” and 
the rest of the copy follows out the idea 
which is based on the claims of several doc- 
tors recently that clothes are often the best 
cure for certain illnesses. The idea appeared 
in an ad of the Glass Block Co., Duluth, and 
it sure is an argument that a clever woman 
might use to good advantage “to get what 
she wants when she wants it.” 


Market News Letter 
Prepares Family 
for Buying 


The When Store of Fort Wayne, Ind., sent 
a different sort of a circular letter to its cus- 
tomers and prospects than they were ordinar- 
ily accustomed to receiving. “The truth 
about ready-to-wear market conditions, styles 
and materials this fall,’ was the title of a 
single page circular letter which was written 
in news form much like the “News Letters” 
sent out by banks, brokers and financial con- 
cerns. In part it said: “Prices now and for 


the remainder of the season will probably 
be stable—neither rising nor falling exces- 
sively. This is a good sign, as it indicates 


' that at last conditions are more nearly nor- 


mal. Industry and commerce are becoming 
more active, which means bettered employ- 
ment conditions. There will be more money 
to spend and it will be spent freely.’ Things 
needed for the family or household should 
be bought now on any slight recessions.” It’s 
certainly new for a department store Market- 
News-Advertising-Sales-Letter, and might 
prove interesting when sent to your own 
trade. 


Do This Now. Bridal 
Days Are at Hand 


Here is an idea for gift sales and, indeed, 
for anything and everything the bride may 
be interested in. It really is not necessary 
either, to be a bride in order to take interest 
in table linens, silverware and the many 
household and personal articles that could 
be included in a bride’s sale. Your appeal 
is a broad one when you send out an invi- 
tation like this one: 


Jones & Brown 
Request the honor of your presence 
On the occasion of 
The Wedding Gifts 
display being made throughout 
Their store for the assistance 
Of those who are seeking choice gifts 
For June Brides 


This invitation could be sent to a selected 
mailing list on regular wedding card stock. 
For newspaper advertising it could be set up 
in typical wedding form. This idea is par- 
ticularly adapted to the month of June or to 
special wedding occasions at any time. 
Other formal functions might be used in 
place of the wedding and prove timely and 
profitable. 


Banner of Progress Peps 
Selling Spirit 

A “Banner of Progress’ to be flown each 
month by the department showing the great- 
est gain over the corresponding month of 
the previous year, is found by England Bros. 
of Pittsfield, Mass., to stimulate wholesome 
rivalry in the departments. The banner is 
of white satin, heavily embroidered in gold, 
and is in itself the visible sign of a cash 
bonus, which is pro-rated among the mem- 
bers of the winning department each month. 


Evidence of Prowess 


Helps Sports Display 

If the store could secure a good repre- 
sentation of the cups and medals won 
by the feminine athletes of the city in 
various contests, and display these 
trophies in a window devoted to sports 
apparel, the store would greatly in- 
crease the effectiveness and sales power 
of the display. Particularly would this 
be the case if a card was attached to 
each trophy, telling who had won it, 
what recard had won it, where and 
when it was won, and what teams or 
gymnasium was represented by the 
winner. 


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1 09 O90 Oe O02 O00 Oe Oe Oo O ee Oa Ge Boe See Gee Oar eo See Se Oe Ser See Ser Sor er O11 Oe Os Oe Or Oo Oe BO OOO +O 


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&. 


Daily Key Colora 
Striking Fabric 
Idea 


A six-day piece goods sale in which a dif- 
ferent color is featured each day is an at- 
tention-getting idea. Corresponding colors 
should be featured in all the divisions of the 
fabric stock each day. If the key color is 
blue the silks, wash fabrics, woolens, etc., 
should be displayed so as to emphasize blue 
in its various shadings. The entire stock of 
fabrics need not be so treated, but enough 
unit or counter displays should be arranged 
to show the tendency and give the keynote 
of the day’s color. In small stores a group 
display would be practical, all on one big 
table, while in the larger stores the idea can 
be featured in the different divisions. 

The piece goods sale can also be helped 
by showing near the goods some pictures 
from fashion magazines or newspapers. A 
customer will look at an attractive illustra- 
tion and the goods and then will have her 
interest directed to a placard telling how 
much of the goods will be needed to copy 
certain of the models pictured. These esti- 
mates can be easily made by a competent 
dressmaker, and if she is a person of stand- 
ing in the community it is a good idea to 
have her signature on each estimate placard. 

The estimate plan can be extended to in- 
clude every item of trimmings and accessor- 
ies, and thus give the customer an accurate 
idea of what the finished frock is going to 
cost her. 


Wash Goods “By the 
Mile”’ in Group Prices 


July clearance sales have a way of being 
spectacular if you but give them the fighting 
chance. In the basement of a Western store 
“75 miles of wash goods” were sold in a well- 
advertised event. The goods were priced in 
five lots of 5, 10, 15, 19 and 2214 cents. The 
crowd was estimated at 3000 shortly after the 
doors opened which necessitated 126 addi- 
tional clerks. The Tuesday previous to the 
sale seven windows were used to advertise the 
goods for Friday’s sale. The evening before, 
a half-page ad was run in the three city papers 
which completed the amount of advertising 
done to draw crowds. 


“Health and Beauty” Hints 
Sure-Fire Sellers 


What do the leading physical instructors 
of your city have to say about women engag- 
ing in summer-time sports and about the 
necessity for women wearing the right kind 
of apparel when engaging in sports? 

Wouldn’t it add interest to a sports ap- 
parel display to quote some of these people 
along this line and to also play up the 
clothes end of the sports proposition as 
strongly as possible? The physical instruc- 
tors might be quoted on the benefits to 
women in increased health and beauty of en- 
gaging in sports, and these instructors might 
also be quoted as saying that women always 
put more zest into sports and therefore get 
more out of sports when they are properly 
garbed for such activities. 

All this sort of thing would localize and 
personalize your displays and would, there 
fore, help materially in sellingg more sports 
apparel. 


S EE Ll NiGwiep eh Aes 


“Week End Comfort 
Sale” for Vacation 
Miseries 


Week-end sales of toilet articles will 
jump with the weather of each Friday for 
the coming months of summer. Happy, 
healthy week-ends mean sport clothes! 
Have you tied up sports wear and toilet 
articles (that also spell comfortable week- 
ends) in the minds of your customers? 

If not, here is one way. Have a round 
booth in the main aisle near an entrance. 
Make it “out-of-doors” in its appearance— 
of rustic wood, for instance. Have two 
salespeople dressed in some of the, newest 
sport clothes to wait on the customers. Fill 
the round counter with merchandise from 
the toilet goods department. Vary the 
sports wear and the toilet articles,each Fri- 
day and Saturday. 

Suppose the two girls are wearing ten- 
nis costumes on the second Friday in June. 
Pick out freckle lotion, cold cream and hair 
nets to build high on that day. The next 
week-end have the girls wear new models 
in bathing caps and suits One could wear 
the shoulder cape of rubber designed to 
prevent sunburn. The other could show the 
long rubber cape that is worn either for 
bathing or rain wear. Toilet cream to put 
on to prevent sunburn and hand lotions 
hee be the toilet goods leaders that week- 
end. 

Follow this up with the hiker’s cos- 
tume, the golf girls, the motor girls, yacht- 
ing girls, canoeists—whatever the “favor- 
ites” in your locality may be. You will soon 
have them coming in to see “what next.” 
The law of association of ideas is said to 
precede action. Get them to thinking of 
sports wear and toilet articles as related, 
primarily as related to their comfort. <A 
Summer Series of Week-End Comfort Sales 
may be the “action” you will get in your 
toilet goods department. 


Pay Salespeople to Send 
Customers to Other 
Departments 


Suggestion cards on which salespeople 
record the number of customers to whom 
they have suggested special articles in de- 
partments other than their own have been 
tried out successfully in the Shepard Co. 
store in Boston. After the salesperson has 
completed his own sale, he directs the cus- 
tomer’s attention to articles which are espe- 
cially advertised in other departments and 
which are set forth on the suggestion card. 
A careful record is kept and the cards are 
turned in by the salespeople at the end of 
the day’s business. Two dollars is given to 
the salesperson making the greatest number 
of suggestions and $1 is given for the second 
highest number. 


Continuous Interest Gained 
by Progressive Spread 
of Specials . 


An interesting method of keeping up the 
interest in a two weeks’ sale is used with 
great success by the James H. Bunce Co., 
Middletown, Conn. 

“We run our two weeks’ sales as progres- 
sive affairs,” wrote the advertising manager 
of this concern to another advertising man. 
“The muslin wear and apparel sections only 
featured in the opening announcement with 
the other departments following along in 
successive advertisements until at the end 
of the two weeks’ period all have had repre- 
sentation. 


“All sales assortments are marked with 
red price tags, hand lettered, cards being 
about 5 by 8 inches. All selections as they 
appear remain on sale during the entire two 
weeks unless previously exhausted, so the 
result is a rapid multiplication of the red 
tags as the days pass, and this feature seems 
to attract our patrons to a surprising de- 
gree,” ‘if 

This store also goes in heavily for ‘“en- 
velope’ stuffers’—enclosures placed in all 
bills, letters and packages going out from 
the store. These enclosures call the atten- 
tion of the recipients to special current of- 
ferings at the store, and these enclosures 
seldom fail to bring a good response. It is, 
of course, an easy matter to check up on the 
effectiveness of such enclosure advertising 
by featuring on these enclosures certain 
items which are not mentioned in any other 
advertising done by the store. Then the 
store can see what amount of business is 
done on these special items and can know to 
a certainty that the business came from the 
enclosures. 

Aren’t there some suggestions in this 
which can be used with good results by other 
department stores? 


School Monograms Sold 
Middies by Hundreds 


Middy blouses held no terrors for this buyer. 
Note his scheme to combat the loss of city interest 
in this line. He decided to sell them in the coun- 
try and to town and country high schools. 

He made arrangements with a leading maker 
to supply him with the school monograms em- 
broidered in the school’s colors on a small square 
of good quality middy twill, at the small cost of 

2 a dozen. He mailed samples to exactly 27 
high schools and to 10 colleges in the state. This 
small outlay, including the monograms, brought 
orders from seven high schools, and large orders 
for hundreds of dozens from schools where whole 
classes would send a combined offer. 

These middies were placed in four of the col- 
leges where they are used for gymnasium wear. 
The idea transformed a most inactive stock to a 
very active and profitable one, turning at the rate 
of exactly twelve times a year. 


Monthly Auction 
Sure Proved a Puller 


By husling teamwork the business of a 
slow country town was changed from the 
methodical routine of waiting on a few cus- 
tomers, whose needs draw them to town to 
buy, into an intensive and aggressive selling 
group of concerns that went out and drew 
the people to town by the sheer power of the 
arguments put forth by the merchants 
through a newly organized ad club. A once- 
a-month bargain day was arranged and ex- 
tensively advertised, all of the merchants in 
town cooperating. Then a novel monthly 
auction sale on the afternoon of the bargain 
day was staged. Some goods from the stores 
were offered and the public was invited to 
bring in anything not needed or wanted and 
have that sold at the auction. Other activi- 
ties included public benefits, road improve- 
ments and various ways of getting the farm- 
ers to come to town more often. All of these 
plans succeeded beyond expectations. 


Employees’ Own Sale 


Swept the Boards 


URING an entire month, the Paris Mil- 

linery Co., operating a department 
store in Salt Lake City, Utah, held what they 
termed an Employees’ Sale. 

The last week in May a mass meeting was 
called before store hours of all the employees 
by R. D. Standish, sales and advertising man- 
ager. Announcement was made that in the 
coming month the store would be merchan- 
dised entirely upon suggestions made by the 
selling staff. The salespeople were to make 
recommendations to their buyers as to what 
merchandise should be placed in the windows, 
how the ads should be laid out, and what was 
to be featured. 

To sustain interest, every employee of the 
store, irrespective whether he was on the sell- 
ing or non-selling force, was told he would re- 
ceive a share of the profits in proportion to his 
individual efforts and results. 

The sale was initiated with a page edi- 
torial advertisement, stating the purpose of 
the sale; that it was chiefly to clear out spring 
and summer stocks; that the employees 
were running it and that they would 
share in the profits. The ad also went 
into the general organization of a depart- 
ment store, and, in addition to cuts ex- 
plained the relation of the various non- 
selling departments to the sales force. 

A gigantic thermometer was erected 
on the main floor to gauge the progress 
of the sale during the month from day 
to day. 


Day of Transfer Sales 


Most of the recommendations origi- 


Reg. $6.00 +350 Cons lon bee Towels 
nated from the heads-of-stock. Among ei ine | ries | rl ne " 
th d f 25 t ] d in est Goes Wight Gown Beit Eoreee 
em was a day 0 -cent sales, during : 
which, in various departments, two items 1,98 2.98 3.98 


were sold at the price of one, plus 25 
cents. Another was a day of transfer 
sales, at which time the customer’s at- 
tention was constantly directed to the 
convenience of transfer slips, that she 
could get a transfer slip at the first coun- 
ter at which she made her purchase, have 
the other noted thereon, and then make 
only one payment of the total at the office 
located on the mezzanine floor. 

The result was that the volume for 
the month exceeded all other months ex- 
cept December. 


Philippine inane os 


Bought at lew than its om the dolllar, the 
ee See at ry ulin uideewear. 


Shirting 
36-Inch Dress s Percales, 17c Sates : 
Pandart Guaity coum | | Se 


Solel Ne Gr aie DE. Acs 
ting, hanging of skirts, tailoring, and details 
of finishing. 

Several hundred plates of designs illus- 
trating the latest ideas in garment planning 
and approved color schemes, must be provided 
for analysis and copying by the pupils. 

A millinery course will supplement the 
dressmaking school in an important way. 
Illustrations from trade and fashion papers 
will furnish inspiration. 


Silk Leader Plus Two Cent Stamp 
Starts Annual Sale with a Hurrah 


Here is the way one man conducts a most 
successful annual silk sale in his store. In 
advertising the sale he takes an exceptional- 
ly good quality of silk, say a black taffeta, 
and cuts a quarter of a yard into small sam- 
ples, sending out letters in typewritten form, 
with a sample enclosed in each. The letter 
announces the coming sale, and calls atten- 
tion to the sample, giving the price and de- 
scription of the silk. 

For advance publicity in a recent sale he 
made use of two letters (which he had asked 
friends to write) inquiring “when the annual 


Get Under Way Tomorrow at 8:30 A. M, With an Astounding Feature Sale of 


ma 250 Pheces Lest 


5, Yee ius e: Wonderful Dress Voiles 
, | =| 39¢ ¥= 


st Finished Table Damask 
= 


[Paes Wee rie om Thy 
Longoth  Nimwok (PeStientes on] 
] Balter Covered Pater 
4. Fas tee At Baral rim Sande op 


Be th Towels Specially Priced 
eh rgoenestl 


ag LS 1A 


‘Aa Importer’ Batire Sample Link of 


ioe 


Garo and Hosiery i 
May Me ae or Ge Cotton 


|tadi” Er Si 


“Priscilla” 


Aprons Home Frocks 


with polke dot or neat floral designs 
predominate. 


Crisp New 
Organdy Dresses 


Fee Ladins and Mines, Priont Reasonably at 


12° 16°° 19-% 


"38 | [4.95 Forty Inch Black Satin. ..2.19 
Ribbed Howe 


Bane J ist | (3,000 New Apron pete 


The reward to the employees was 
maintained secret until the last moment. 
Many imagined it would be in the form 
of a special party, dinner or dance, but 
they were pleasantly surprised when it was 
announced as a bonus of 10 per cent on the 
first six months’ salary to every employee of 
the store! 


An sn 


Dressmaking Course 
Boosts Fabric Sale 


A dressmaking school is a first rate help 
to the piece goods department of any store. 
An instructor who knows his business is the 
first essential, and after such a person has 
been engaged it is necessary to advertise 
widely through booklets and the daily news- 
papers, in order to launch the idea properly. 
A series of explanatory lectures also paves the 
way toward introducing the course. The 
curriculum should include all essentials of 
correct dressmaking—the analysis and appli- 
cation of style to type; the preparation of 
goods by shrinking and sponging; correct 
rules for fitting, economical and accurate cut- 


=| LE G000 Co, es 


silk sale would take place.’ These letters 
were reproduced in a line cut, with an ex- 
planation and a suitable reply. 

This sale was scheduled for Thursday. 
The Monday before this executive called the 
sales force together, explained the purpose 
of the sale and the value of the offerings, 
showing some of the goods to make the im- 
pression of the values stronger. 

The following day, on each floor, a silk 
trim was placed on every ledge and shelving 
top. Also signs were affixed to each pillar 
throughout the store, reading “Silk Sale 
Thursday” followed by an offering with the 
price. 

In addition to this, some of the most re- 
markable values were placed on floor cases, 
etc., in every conspicuous place where cus- 
tomers could see the goods and take hold of 
them to observe the quality. 

The sale lasts seven days. During the 
period of the last silk sale, which was held 
in May, $14,000 worth of silks were sold— 
$4,300 worth the first day. 


Boys’ Yankiboy Play Suits 


“Loose-Leaf Samples” 


Sold Fabries by Mail 


Harrods, Ltd. Mona olanags great retail 
establishment, got tremendous results 
from a “Bargain Book,” published in con- 
nection with its January sale. The fifty- 


page book was supplemented by $16,000 
worth of newspaper space, 


and was _ so 
widely distributed as to bring great returns. 
Besides the advertisements of specific lines 
of goods, the “Bargain Book” offered some- 
thing new in the use of samples of fabrics. 
These were attached to a page which set 
forth a description of the goods, and there 
was also included a corresponding loose 
sample which had stamped upon it the name, 
width, price and the firm’s name. Har- 
rod’s found that the extra expense of this 
“loose-leaf”’ sample scheme was more than 
offset by the orders which resulted from it. 


If People Are Shown How and 
When to Use Linens They’ll 
Buy Yours 


How can you promote sales in table linen? 
Try this. Stage a linen fashion show that 
will not only display the goods but 
show their proper use. 

This was effectively accomplished in 
the following manner: The banquet 
room of a hotel was engaged for the dis- 
play. In the center of the room a num- 
ber of tables were placed, each set with 
fine china and glassware and other 
table appointments. Each table showed 
a different type and quality of cloth. 

There were tables displaying other 
than table linens, too. One was devoted 
entirely to towels and toweling of all 
varieties. On this table was the figure 
of a bride, suggesting the need of such 
goods in furnishing the new home. An- 
other table had brown and white linens 
in different widths and qualities. Fin- 
ished embroidered articles illustrating 
the possibilities of linen stamped for 
embroidering were shown in such wide- 
ly different articles as kitchen towels 
and fudge aprons to luncheon sets and 
boudoir appointments. Around the 
walls were arranged hand-printed drap- 
ery linens in many colors and designs. 

Try this out in a banquet room or 
your own store; any place that is con- 
venient and practical. Such a display 
is sure to stimulate interest and react 
in sales, and many orders can be had 
on the spot, though it is better policy 
not to emphasize the selling angle in 
the exhibit room. 


Old Black Joe as a 


Cotton Salesman 


Try this for your “Kotton Karnival” 
or for any sale designed to push cotton 
goods. There is nothing like a live 
scene to attract attention to your sec- 
tion. The simpler and homelier it is 
the surer the appeal. 

For your cotton goods sale feature 
a typical southern darky scene. Have 
an aged negro made up with white hair, 
spectacles and all the fixings, seated 
in front of his cabin, strumming on an 
old banjo. Decorate with raw cotton 
and a profusion of the finished cotton 
goods on special sale, bearing the price 
marks. 

This has actually proved a good 
drawing card and will again if you 
stage it right. 


Here’s Big Opportunity for 
the White Sale 


HERE’S not a woman living who does not 

have to pause sometimes over problems 
of etiquette. How should formal invitations 
be sent out, or informal invitations be given 
over a telephone? 

Should the maid serve from the right or 
left? Where does the guest of honor sit? 
How is luncheon or dinner announced? How 
can I serve a small dinner informally if I do 
not have a maid? Do knives go on the left, 
or forks? Should the napkin be placed on 
the plate or under it? 

There are dozens of other problems which 
only the woman who does not know realizes, 
and her sources of information are limited. 
She can’t ask her neighbor these questions. 
She can’t admit she doesn’t know, but there 
are literally hundreds of women who would 
be tickled pink to learn. 

During the January sale it would be ex- 
ceedingly interesting to have a luncheon table 
all laid out in your window, silver, napery 
and decoration complete. The guests, even 
(window figures, of course) might be seated. 
A huge card in the window should bear the 
announcement: 

“Miss Mary Brown will lecture twice daily 
throughout the White Sale on table etiquette 
and living room deportment. Hours 10 to 11 
a.m., and 3 to 4 pm. Linen department, 
third floor.” 

The set table and announcement should be 
reproduced also in newspaper copy. 

There is some cultured woman in your 
town who would perhaps be available for the 
lectures. 


EAT ie sane sini vusornasneny ian ern ns 


SUN UNN PNET TATU TE TT LULeDE Tera Ean ENED 


2 
i 
: 
= 
FA 
= 
: 
= 
z 


Me 


Summery Settings Sell 
Summery Frocks 


Summery settings and departmental mod- 
els were two elements which entered most 
prosperously into a recent house dress sale 
of Gimbel Bros., in New York. A certain 
brand of house and porch dress had been 
advertised, ranging in price from $1.95 to 
$5.95, and on the day of the sale, the depart- 
ment was ready in a new guise. Straw rugs 
were upon the floor, and pretty wicker porch 
furniture stood about, while palms and grow- 
ing plants helped out the summery idea. 
Frocks of each price group were worn by liv- 
ing models, who not only looked picturesquely 
cool and pretty, but served the valuable pur- 
pose of showing how the dresses would look 
“on.” Other departments in the store pro- 
vided hats, parasols, and other accessories to 
enhance the summer frocks. 


Fashion Adviser and His 
S ketches Is Real Aid 


A fashion adviser, who is competent to assist 
customers in planning gowns, is a decidedly valu- 
able person to have about a store where piece 
goods are widely featured, and the fashion service 
which such a person can give is reflected in large- 
ly increased sales of fabrics, trimmings, etc. The 
fashion specialist should be a man or woman 
who is capable of giving advice in the choosing 
of styles, the selection of fabrics, and the correct 
and harmonious use of color. It should be made 
clear that the service of such an expert is at the 
disposal of patrons who purchase their materials 
at the store, and that advice will be freely given 
not only on the adaptation of designs already 
made, but in the question of new and original 
styles. The fashion adviser should be able to 
make sketches of the garments planned, so that a 
drawing, or color plate, may serve as a guide to 
the modiste who is to do the actual dressmaking. 
Some stores which have such a service make a 
small charge for finished garment sketches, but 
this is the only fee of any sort which it should 
be permissible to exact. 


SPE TLELi N'GreateDsrvAgs 


Help Dressmakers and 
They ll Reciprocate 


When the J. M. Bostwick & Sons’ dry 
goods store in Janesville, Wis., decided to help 
along their sale of dress goods, a neatly 
printed, alphabetical list of all dressmakers in 
town was done in leaflet form with the store’s 
advertisement on the front and back covers. 
These were given out in the dress goods and 
allied departments. The idea not only fea- 
tured the fabric department but gave the 
names and addresses of several hundred dress- 
makers who became “boosters” for Bost- 
wick’s. 


Hit Spot Every Time 
by Jotting Customers’ 
Whims and Fancies 


The proprietor of a small dry goods store 
in an Eastern city has found out that a mail- 
ing list pays and that a super-mailing list more 
than pays. He began, like most retailers do 
begin, by starting a mailing list, but soon dis- 
covered that he could use more information 
than it contained. 

So he began to take notice of the likes 
and dislikes of his customers, and as he dis- 
covered them he would jot them down on a 
little pad he carried with him. Later he 
would transfer them to the proper cards. 

After a time he had quite an outline of 
his customers’ likes and dislikes and was able 
to do some specialized circularizing with good 
results. 

From time to time he would have a special 
offering to make that would not interest his 
entire trade. At times like these he was able 
to circularize only those he knew would be in- 
terested, and thus he got quick action with the 
minimum of cost. This retailer found that it 
truly paid to know his customers and keep a 
super-mailing list. 


Arrows Point Way to Bargain 
Specials 


Dives, Pomeroy & Stewart of Reading, Pa., 
use a novel and effective method of calling atten- 
tion to the exact location in the store of all mer- 
chandise which is advertised in the newspapers. 
Tiny arrows point to the directions as given in 
the ad, and these directions not only tell where 
the goods are located but how to reach the spot 
easily, as: “Second floor, front elevators, Penn 
Street entrance.’ No chance for customers to 
lose their way by this route. 


PULL 
s 


- 


“Joke Week” a New 
and Good Stunt 


All the world loves a joke. Why not 
have a joke week? Advertise prizes 
for jokes that relate to certain topics, 
choosing a different one each week, like 
notions, piece goods, hosiery, etc. Here 
is an example—What is the best home 
paper? Answer—Wall paper. 

Offer prizes for the best joke. Have 
a box ruled off in the corner of your 
newspaper ad, and publish each week 
the name of the prize winner and the 
winning joke. A contest of this sort 
stimulates a lot of interest and makes 
your ad something to be lool.sd for 
every day. 

Other contests may be featwred in 
your ad “box,” with results refleeted in 
your daily sales. 


N,!| GOT HER 
FIRSY.!” - 


Plain Curiosity Makes ‘Em See 
Merchandise 


It’s a Secret. That’s the way one 
shop over in Newark, N. J., made folks 
curious to look through small openings in 
their blackened windows. Working on the 
principle that there is nothing like secrecy 
to attract attention, a window display was 
arranged of the “peep-hole”’ variety. The 
windows were biackened except for a small 
space left for the view of curious “window- 
shoppers.” With the effect heightened by 
brilliant lighting and color contrast, the 
display drew the biggest day’s business on 
record for that store. 


Sh! 


“Wire” the News for Sure 
Sales Getting 


“Using night telegrams to a selected list 
of customers, calling attention to special ad- 
vertisements in the morning and afternoon 
newspapers brought gratifying results,” says 
J. Courtney, advertising manager of J. M. 
High Co., Atlanta, Ga. In fact, this unique 
idea of wiring sale news to patrons brought 
such good response that several of the ad 
managers of Atlanta have already used the 
same scheme with splendid results. 


Far-Flung Balloons 
Brought Folks from 
Miles Around 


NWA ERE ER of Port Huron, Mich., a 
city of 33,000, appealed to the univer- 
sal love of color and advertised via the air 
route in a publicity campaign announcing 
a series of dollar days in that city. Several 
hundreds of gay globes, red, blue and yel- 
low, were purchased and used most effec- 
tively by the Merchants’ Division of the 
Chamber of Commerce, to announce the 
season’s biggest sales event. 

committee in charge of Oscar W. 
Hogan, chairman of the division, sent up a 
number of balloons each day, and the bright 
bits of publicity were carried into every 


part of Eastern Michigan and across the 
border into Canada. 

To each balloon was attached a tag 
bearing the announcement of the dollar 
bargain event and also the name of a local 


merchant with the promise to give the 
bearer one dollar’s worth in trade 

The place for sending up the balloons 
was kept a careful secret and, through the 
press and handbills, the latter used in the 
rural districts, the people were made ex- 
pectant and ready to watch for the airships. 

As an announcement method this proved 
a success, since small townspeople from 
obscure four corners brought in balloons 
and also their money to spend in the city. 
Some of the vari-colored balls had traveled 
as far as forty miles. 

In connection with a similar sale, the 
Merchants’ Division planned a prize contest 
for show windows, letting the people be the 
judges. 


SELLING 


IDEAS 


Link Each Detail of Sports Wear Boosting 
To Make Inescapable Appeal 


Almost Every Girl Is an Outdoor Girl These Days, and Her Interest Quickens at 
the Least Suggestion of Things to Wear That Give Her Dash and Breeziness. 


EADY-TO-WEAR departments remind 
one of the ever-bearing fruit trees, and 
the fact that they are of this nature gives 
them every opportunity to drop an unex- 
pected ripe fruit with a thud on the head of 
your community at almost any time. So get 
all together in a circle and produce a sale 
thought with a different twist and sound. 
Take a piece of paper and write down all 
that summer means to the people of your 


community. If it is like most places, it very 
likely will stand for golf, tennis, riding, 
swimming, vacation camping trips, country 


club parties, automobile trips, canoeing, etc. 
Then swing on to a heading something like: 
Sale 
For the Girl from Out-of-Doors 
Specially Priced Costumes 
Every Sport Included 


SALE For The Grrl, From Ovtof-Dor 
2 


That Is What You Capitalize 


This much will inspire you to seek an 
interview with the store artist and see what 
she can do in the way of a great big sport 
page ad, one which will put across your idea 
more in picture form than words. 

With this much thought out the worst is 
over, for you have the idea established and 
the merchandise. Next is the window deco- 
ration, and of course you can leave most of 
that up to your display man. 


Figure Dressed Like Poster 


Your ad heading suggests sports and 
costumes, so give your back curtain an at- 
mosphere of out-of-doors. Then it might 
please your fancy to have a figure dressed in 
a decorative poster announcing the sale and 
around her on the floor her many and various 
pieces of sport equipment. On both sides of 
her you very likely would want to display 
some of the models on sale, in which case 
models could be arranged in such a way as 
to look as if your poster girl were trying to 
make a choice. As illustrated, have your 


4 


7 ane ae t 
‘or [he 


EVERY 


Window 
poster. 


suggestion at top. 


SPECIALLY 


Ad layout at left, and, above, 


costumes on figures. Another way this could 
be worked out is with a full array of gay 
posters displaying all of the models you are 
selling. There is a thought here for you to 
develop. 

You should have a penny idea for display 
or suggestive selling. Why couldn’t you 
have one of your girls dressed like the model 
in the window as a poster and direct the 
customers as they come from the elevators? 

Your sporting goods department can take 
advantage of this event by having all kinds of 
sporting equipment displayed on the main floor 
and on the ready-to-wear floor. Other depart- 
ments or parts of the store in which sporting 
goods may be displayed with good effect will 
also suggest themselves. 

If your mailing lists have been neglected 
of late have a few thousand blotters printed 
(blotters are very good, used in this form, 
for they are at least kept and used—not 
thrown away) with the poster and a small 
bit of printing in order to more deeply impress 
the idea on the minds of your customers. 


SALE 


Girl From Qut-of-Door ” 


een: <a 


PRICED COSTUNES 


SPORT INCLUDED. 


an idea for an attractive 


SEL LUN Gasp AS 


Constant Presentation of New Angles 
Sold 5,000 Tweed Suits 


Salesgirls Wore Them, Too, in Shades Selected to Harmon- 

ize With Their Coloring. Ads Were Always Pounding 

on a Different Selling Appeal, Which Caught Varied Cus- 
tomer Types as Purchasers 


IVE thousand women and girls suited in 

tweed is the record made by the wom- 
en’s and misses’ departments of the Higbee 
Co. in ten weeks’* time. Think of it, 5000 
tweed suits, enough to outfit the entire femi- 
nine population of some towns! 

Here is the story of how it was done by 
John J. Kelley, the man behind the sale. 

Hints first gathered here and there in 
the trade journal, the fashion magazine and 
the society columns fostered the idea that 
tweeds for some reason were being consid- 
ered smart by Eastern college girls. The 
growth of the fad for tweeds was watched 
from its earliest beginnings. 


It Was “Watchful Waiting” 


Even when markets became lively and 
other Cleveland merchants were ordering 
tweeds, Higbee’s seemed to be merely watch- 
ing. While ‘merely watching,” however, 
some figuring had been done, and a bold step 
was planned. If, as all signs showed, tweeds 
were going over big, there were two meth- 
ods of presenting them. One was to place 
an order to satisfy the demand which would 
naturally fall to the Higbee Co. as one of a 
half dozen or so large stores in the city. 

The other was to sell not merely some 
portion of the amount of tweeds sold in 
Cleveland, but to sell the greater portion. It 
was this aim which was one of the first fac- 
tors in selling the 5000 suits. 

With this in view, Higbee’s took the 
plunge and placed their first order for 
tweeds—a modest order for 1000 suits. 

Other merchants, feeling their way, had 
already ordered. They bought a few tweeds 
and sold them for prices ranging from $35 
to $50. Higbee’s ordered their first thou- 
sand tweed suits to sell at $25. They ordered 
in a market where tweeds were plentiful and 
finally, when they saw how strong tweeds 
were going, they gave their manufacturer 
all the work he could do just filling Highee 
orders. 

The job was merely begun, however, with 
the ordering of the suits. A greater demand 
had to be created and interest sustained. 
This was done through the advertising de- 
partment. 


Every Ad Angle Searched Out 


Tweeds were advertised in every conceiv- 
able manner and from every possible angle. 
First, the emphasis was put on tweed, the 
material. Special attention was called to its 
good qualities and features in which it dif- 
fered from other materials. It was adver- 
tised for sports and knockabout' wear. 
A novel heading was adopted for the ads, the 
word “tweeds” was hand lettered to look as 
if it were cut from tweed material and mag- 
nified. This heading was made in several 
sizes so that it might be used over single or 
double column or larger ads. 


Every Line Joined In 


The next step was a series of advertise- 
ments featuring tweed suits and their acces- 
sories. These all-tweed ads presented the 
tweed suits in the most prominent place and 
then called attention to tweed top-coats to 


accompany the suits, tweed hats to top off 
the costume, sweaters and scarfs in tweed 
shades, hosiery and shoes to match and crisp 
wash blouses or soft silk tailored ones to 
complete the outfit. It is little wonder that 
after this when the advertiser went so far 
as to call Higbee’s “Headquarters for 
Tweeds,” that many women accepted it as an 
established fact. 

When ad writers in other stores were 
searching frantically for something new, 
even a word or phrase, to use in connection 
with tweeds Higbee writers were emphasiz- 
ing the “new” long coats. 


Kept Promising New Thoughts 


Tweeds had become an old story, but new 
styles with long coats was an angle which 
gave variety to the tweed suit ad. Then, too, 
tweeds were now called the fashionable mode. 
At first they had been the utility or sports 
suit, but now they were being worn every- 
Where and the owner of a tweed in one of 
the new shades could feel as well dressed 
upon any occasion as any of her sisters. 
Later the vivid hues were stressed and each 
day would bring forth a list of new names 
for the high colors so popular in tweeds. 
After the high colors had been advertised 
strongly the new shades of tan were given 
prominence in the ads, and so it went. The 
ad writers never seemed to lack for new 
ways in which to present the tweed suit. 


Wore Tweeds in the Store 


In addition to the advertising ‘and the 
usual windows and sales methods all the 
girls in the misses’ department wore tweed 
suits in the store. They had them perfectly 
fitted and the shades were chosen for each 
girl’s particular coloring. The girls finally 
became so enthusiastic about tweeds that 
they bought their own suits to wear in the 
department. There could scarcely be a bet- 
ter ad than pretty young girls dressed in 
smartly tailored, bright colored tweeds. 

Another fact which was apparent from 
the advertising campaign was that although 
most of the advertising featured misses’ suits, 
it got the women’s active interest also. 

The main cause, however, of Higbee’s un- 
usual business in tweed suits seems to have 
been enthusiasm. All the credit of arousing 
the enthusiasm is due J. J. Kelley and the 
advertising office and the results of tweed en- 
thusiasm was 198 tweed suits sold in one 
single Saturday three weeks before Easter, 
175 on another day and the total of 5000 in 
sixty days. Not all of the 5000 were $25, al- 
though a large proportion of them sold for 
that. They ranged in price from $25 to $65. 


“Important” Column Daily 
Sales Bringer 


Joseph Hanson, of L. Bamberger & Co., 
Newark, N. J., features one column in the 
daily full-page ad that is always interesting 
and very resultful. The column is headed, 
“Important—for Thursday only,” and car- 


THANK HEAVENS 
FOR THIS : 
NEWSPAPER. * 


H SKIRT 1S REALLY NECESSARY WITH A BLOUSE 


Make Waists and Skirts 


Reciprocate Sales 

One of the most practical suggestions 
that has come to our attention for the dis- 
play of garments has to do with waists and 
skirts. Hardly ever is a waist shown except 
as a single unit. The same applies to skirts. 

Inasmuch as a skirt is only a part of the 
costume of which a blouse is a necessary 
complement, and vice versa, does it not 
seem only logical that they should be shown 
together, if for no other reason than to give 
each garment, or either of them, the sig- 
nificance to which it is entitled? The present 
method of divorcing the two is just about as 
legical as showing a good looking oxford 
on a wax foot without the sock. It is de- 
cidedly incomplete and unattractive. 

Regardless of the fact that waist and 
skirt departments are separated in most 
stores, if the form showing waist and skirt 
is reposed in the skirt department, the 
waist, which completes the costume, sug- 
gests a visit to the waist department. If 
the form is in the waist department, a 
pretty skirt to combine with the waist 
surely would set a woman thinking about 
having one for herself. 


ries a list of specials which may include 
small or broken lots or special purchases. 
The “important” column runs every day, for 
that day only, and customers eagerly look for 
it. It’s simply a variation of daily specials 
put under a daily column head and it has 
worked out very profitably for Bamberger’s. 


No Sales Vacuum 


After This Stunt 


There is nothing like a contest to arouse 
interest and secure publicity. Is there not 
an idea for you in a stunt like this which was 
conducted by a store through a newspaper? 
An announcement of this sort was made: 


A COUPON OF VALUE 


We will award a $50 Blank Vacuum 
Cleaner to the woman who gives us the 
best five reasons— 


“WHY I USE A VACUUM CLEANER” 


A coupon was added for contestant’s name 
and address and name of vacuum cleaner in 
present use. It was stated that the judges 
would be selected by the newspaper and the 
store. 

This contest secured a lot of replies, and 
from these the store obtained the names and 
addresses of a large number of prospects. The 
winning letter was published in the newspaper 
and the store had a window display of all the 
letters received in the contest, thereby getting 
a great deal of publicity out of the scheme. 


- 


————— ll 


SELLING IDEAS 


Great Egg Hunt Made Whole City 
Know Baby Shop Was on the Map 


Donated Thousands of Eggs and Merchandise Prizes, But Advertis- 


ing Was Worth It. Here’s a Real Stunt to Pull 


CLEVER idea of Miss Bertha Berkowitz 
of the Berkowitz Baby Shop, Denver, Col., 
led to one of the biggest events of the year 
in the boy-and-girl world of this city. Miss 
Berkowitz, managing a specialty shop busi- 
ness which has had a great growth in a brief 
span of years, knew by name many scores of 
Denver children and loved the little folks. 
She conceived the idea of a great Easter egg 
hunt, participated in by children from all 
over Denver, put on in one of the city parks. 
She would donate the thousands of eggs 
‘required. Also, she would give prizes—the 
grand prize, the finest dress in her shop. Be- 
sides this, there would be twenty-five mer- 
chandise prizes, $1 orders on her shop. 


Other Firms Joined In 


Miss Berkowitz enlisted the cooperation 
of her brother, Harry W. Berkowitz, asso- 
ciated with her in the business, and they put 
the idea up to a Denver daily newspaper, the 
Post. The Post thought it was a cracking 


good proposal; it wanted to go in on it, too, . 


offering a set of prizes. As the plan shaped 
up a candy company also joined in, donating 
100 boxes of chocolates. 


Spent Night Laying Eggs 


The newspaper gave the big Easter hunt 
a lot of publicity. The date was set for 
Saturday morning, the day before Easter. 
Cheesman Park was obtained for the event. 
Friday evening Harry W. Berkowitz took 
hundreds of eggs which had been colored by 
employees of the Berkowitz business, and 
hundreds of others of candy, and went to the 
park. He spent most of the night there hid- 
ing eggs—in the grass, under bushes, in 
trees, anywhere there was a good hiding 
place. He was still at the job when the first 
youngsters showed up—at 5 a. m. 

Miss Berkowitz and her brother had 
agreed to be responsible for the management 
of things at the park; but they had to have 
assistants. There were thirty policemen and 
twelve park employees striving to keep the 
children behind the ropes at 9.45 a. m. The 
- start was scheduled for 10 o’clock. The 
youthful mob plainly was nervous and ex- 
cited. Any second the policemen knew there 
might come a stampede. There were thou- 
_-sands upon thousands, many feet deep, along 
a rope for 300 yards. Just before 10 o’clock 
a shot from a revolver sent the children off 


for the grand scramble. 

After the egg hunt came egg rolling. The 
children did the rolling, not the eggs. Along 
a finish line prize eggs were placed. Along a 
starting line the boys lined up, and at a sig- 
nal rolled and somersaulted across the green. 
A rolling contest was held for girls also. 

The lucky finders of certain numbered 
eggs got the prizes. These were awarded by 
Carl S. Milliken, Secretary of State. 

The Denver Post estimated there were 
20,000 children at the Easter Egg Hunt. 

The Berkowitz Baby Shop had special 
displays in its windows, tying up with the 
occasion. Miss Berkowitz met hundreds of 
little folks at the hunt and many of their 
parents. 

The event was a splendid all-round suc- 
cess. Another year, as Easter approaches, 
infants’ wear shops in other cities and towns 
could well show their good-will and interest 
in the young folks by promoting a big town 
or city egg hunt of this character. Certainly 
no one is logically more interested in such 
than the management of an infants’ wear 
business. It is a fine good-will enterprise. 


“Story Lady’’ and Mother 


Goose Pageant Thoughts 
for Bigger Toy Sales 


Here are two ideas on helping toy busi- 
ness along, and, of course, that means other 
children’s goods, too. 

To stimulate sales in general, and particu- 
larly in the juvenile and toy departments, a 
successful store pays considerable attention to 
the children of the community. At the open- 
ing of the holiday shopping season space is 
given, usually in the toy department, for a 
daily story-hour by a professional entertainer 
of children. Special invitations are mailed to 
a list of children, prepared in advance, and 
these invitations are supplemented by display 
advertisements and newspaper stories. 

The ‘story-lady” is sent to the various 
primary schools and kindergartens in the city, 
where she gives a short program of stories 
in the morning and announces her story-hour 
here at the store in the afternoon. The re- 


Here is a good suggestion for a window to feature infants’ and small children’s goods. 
Tt is so arranged that every item shows up plainly; by Geo. B. Rooney, display manager 


for Abraham & Straus, Inc., Brooklyn, 
excellent harmony. 


A wide variety of merchandise is displayed in 


sponse is surprising. Hundreds of children 
are present each afternoon, and as a large 
proportion of them are accompanied by their 
elders an increase in sales is inevitable. 

Another store follows a good plan, as told 
here by a representative of the firm. ‘This 
year on the opening day of our Toyland, a 
Mother Goose pageant was staged in which 
Santa Claus and twelve Mother Goose charac- 
ters, impersonated by little children, made a 
parade of the downtown district and then to 
the store where Toyland was formally opened. 
A colored “Jazz” band which we called “Old 
King Cole and His Fiddlers Three,’ furnished 
music, and it is safe to say that this store was 
talked of in nearly every home in the city that 
night. 

We also provide a Santa Claus letter box 
in our Toy section, where all children are re- 
quested to drop their “Santa Claus’”’ letters. 
These letters are all answered and signed for 
“Santa Claus,’ and more good publicity for 
the store is gained. 


Kids’ Togs Pageant Sold 


Customers on Apparel 


HAT a style revue need not be just 
the usual fashion parade has been 
successfully proved by the Lasalle 

& Koch Co., Toledo, Ohio, in the semi- 
annual children’s style revues which it 
has presented during the last few years. 

For the fall revue last year the idea 
of art in children’s dress was taken as a 
theme and a perfect replica of the Art 
Museum, Toledo’s most beloved and rep- 
resentative building, complete even to its 
pillars, its broad marble steps and the 
hospitable lighting of its cornice, greeted 
the audience of 3000 or more which gath- 
ered in Lasalle & Koch’s Auditorium to 
see the much-heralded revue. 

The Libbey collection of dolls, dressed 
in the costumes of various historical 
periods, was transported from the Art 
Museum to the foyer through which the 
audience passed, for the occasion; and a 
marble bust of a little boy, well loved in 
the Museum, surmounted a column above 
the fountain, ’round which the tots 
danced on the runway. 

As the curtains parted and displayed 
the setting, little girls in the daintiest 
of costumes, representing flowers in the 
Garden of Art, came forth and pranced 
down the runway to the most enchanting 
music; four little fuchsias, a rose, a lily, 
a forget-me-not, a black-eyed susan and 
a tulip. Thus the symbolism of the ap- 
plication of art to children’s dress was 
introduced, furnishing the theme for the 
display of girlish fashions that was to 
follow. 

There followed a charming pageant 
of children’s togs—coats and hats, frocks 
of gingham and frocks of silk, party 
frocks and play frocks, frocks French and 
frocks American—ending with pajamas 
and négligées and good-night kisses from 
the youthful models. Fifty-three chil- 
dren, all from Toledo families, partici- 
pated, and as each one made at least six 
changes of costume, more than 300 


models were shown during the hour and 
_a half which the parade lasted. 


‘‘Play Pennies’ 
Make Real Dollars 


The J. B. Sperry Co. of Port Huron, Mich., 
recently wanted to stage something that 
would be out of the ordinary and at the 
same time bring trade to the store. 

Each day for eight days before the run- 
ning of the school ad the store included from 
two to five “play pennies” in its ad, with the 
injunction to the children to cut them out 
and save them. The club prompted them in 
these ads to not only save the “pennies” 
from their mother’s paper, but to ask every- 
one they knew to save the Sperry ad for them. 

In all the preliminary advertising the 
fact was stressed that these ‘play pennies” 
were worth real money and would buy real 
merchandise. The selected merchandise was 
listed in the papers and shown in the win- 
dows, thus gaining much advance publicity. 
The scheme caught on like wildfire and all 
Port Huron was talking about Sperry’s and 
their “play pennies.” (Some of the store’s 
competitors volunteered the information that 
Sperry’s had started something it could not 
finish. ) 

September 1, 2 and 3—the three days pre- 
ceding the opening of school—were set as 
the days on which these ‘‘pennies” could be 
spent. The first day there were hundreds 
of children waiting for the doors to open at 
8 a. m. and during the day nearly 4000 chil- 
dren visited the store, most of them with 
their mothers. The second and third days 
many more came, bringing the total number 
up to about 5000. 

The selected merchandise sold for these 
“play pennies” was not “stickers,” but fresh 
new items that were chosen on account of 
being “long profit’? articles, such as dolls, 
balls, knives, perfume, automatic pencils, 
gold-plated pencils, gold plated knives, laval- 
lieres, bracelets, etc. And these items were 
sold for “play pennies” at the same price as 
for real money, thus emphasizing the fact that 
these ‘‘play pennies” were actually worth one 
cent each. 

The number of “pennies” saved were so 
much greater than had been planned on that 
many articles soon ran out. But the clerks 
were authorized to give out due bills for the 
exhausted merchandise and immediately or- 
dered it from the factory to make good with 
the children of Port Huron. This was really 
a blessing in disguise, as the store imme- 
diately made plans to gain more publicity for 
the firm by running the names of one-fifth of 
the holders. ‘of these due bills each night in 
the regular ad, as the merchandise arrived. 
This plan induced the children and mothers, 
too, to watch the Sperry ads to see if their 
names were in the list. 


Make ‘‘Fiery Fourth’ 
Toy Sale Medium 


Fourth of July means more to the 
younger folks than to the grown-ups. To 
them it is just a day when they don’t have 
to work. To the youngsters every Fourth of 
July means celebration. For many years 
this feeling was reflected in noise. Fire 
crackers, cannon and skyrockets were em- 
blematic of that feeling of freedom. 

Something must be substituted now, and 
for the younger children there is nothing 
which can so effectively take the place of 
fire crackers and other noisy and dangerous 
pleasures as toys. With this idea in view, 
the toy department could well stock up with 
interesting and noisy but safe merchandise 
to please every girl and boy. For a week or 


S57 Lo NN GaeIeDeETAcs 

two prior to the Fourth of July advertise the 
fact that toys can be utilized satisfactorily 
to symbolize the desire for celebration. Call 
them “Fiery Fourth” toys. A few days be- 
fore the Fourth give balloons to all of the 
girls and boys who come to the store, with 
the firm name printed on them. Dress up 
the toy department in any of the many ways 
in which it can be dressed up, but be sure 
that frequent and ample announcement is 
made so that every child in town will know 
about it and will want to see it. Direct a 
message in your advertising to the parents 
or to the older sisters and brothers. Call 
their attention to the days when they got 
their pleasures out of noise and fireworks, 
and see if you can’t work on their sentiments 
to the extent that will liven them to recol- 
lection and reminiscence, and point out the 
desirability of substituting these articles to 
fill the gap made when the fire cracker 
passed out. 


Scenic Fairy Tales Bring 
Kiddie in—and Mother 


Here are some Baby Week stunts that have 
been found highly successful. All children and 
their parents were invited, through extensive 
newspaper advertising, to attend a scenic fairy 
tale of “The Old Lady Who Lived in a Shoe.” A 
great shoe was erected in the infants’ depart- 
ment to serve as the “old lady’s” home, and from 
this abode the venerable old character told fairy 
stories, to the great delight of the small guests. 

Another stunt featured by this infants’ de- 
partment was the distribution of free photographs 
among the children. With every $1 purchase 
made in the infants’ department, the mother was 
given a coupon. When presented to a photogra- 
pher, with whom arrangements had been made, 
each coupon was honored by a 5 « 7 photo of 
the child whose name appeared on the coupon. 
These photographs were exhibited at intervals in 
the store’s windows and attracted a good deai 
of attention. 


Doll Contest Brings 
Kids in Mobs 


Bullock’s of Los Angeles planned a cork- 
ing Doll Contest that did wonders for their 
toy department. By offering cash prizes and 
also the opportunity to place the winners’ 
finished products on sale in the store, every 
child within hearing distance put in an en- 
try. The boys built doll houses and the girls 
dressed dolls—and the result was a steady 
flow of children to the toy department to see 
the other entries as they same in. And, of 
course, every child wants ‘every toy it sees. 


‘““Grab Bag’’ Party Sure Pulled 
the Kiddies 


¢¢% 7OU are invited to bring your 

children—under six years of 
age—and if you haven’t any kiddies of 
your own, borrow some—to a ‘grab-bag’ 
party on Saturday.” So read the invi- 
tation sent out for this new Baby Shop 
opening, and now there are several hun- 
dred kiddies around town in possession 
of tin whistles, little books and other 
trinkets such as delight the heart of a 
tot, who will long remember Little Red 
Riding Hood who handed out the gifts 
at the Baby Land Shop of Jamaica, 
Long Island. Admittance was by invi- 
tation only and each child’s name, ad- 
dress and birthday was properly re- 
corded—another way of starting a good 
mail list. 


Tooting 
Said ‘Apron Sale” 


An apron seems like an insignificant 
item to blow one’s horn about, but the 


Tompkins Dry Goods Co. of Middletown, 
N. Y., did a lot of blowing for three days 
before pulling off one of the biggest events 
the store boasts of. This blowing was 
about a big bunch of aprons which were put 


on sale on Thursday and cleaned out the lot 
in short order. The sale was advertised 
Monday, Tuesday and Wednesday. The shop 
girls wore aprons during the entire week. 
On the pockets there was a sign reading, 
“Ask when—Tompkins Apron Sale.” The 
floor men also carried the same sign in 
their buttonholes. Windows were given over 
to a display two days before the sale; cus- 
tomers were notified directly; noise making 
devices were given away to the children 
coming to the store during the week, and 
every time the kid made a noise at home 
before Thursday that week Ma was re- 
minded of the Tompkins apron sale. On 
the opening day all the main aisles on the 
first floor were turned over for the sale. 
The same on Friday. Saturday what was 
left was collected and placed on one coun- 
ter. 


Bubble Book Party Is So 
Easy —and. Resultful 


Mother Goose paid Hartford, Conn., a visit 
and took all the best-known people from her 
nursery rhymes with her. The occasion was 
an Old Mother Goose Tippy-Toe Bubble Book 
Party for the children. The entire ninth floor 
of Wise, Smith & Co. was turned into a castle 
like King Cole’s, and among the folks famed 
in childhood lore who attended were Old 
Mother Hubbard, Bobby Shaftoe, Johnny Who 
Went to the Fair, Tom, the Piper’s Son, Little 
Red Riding Hood and Jack and Jill. Each 
child was properly registered—more mail-list 
data, more sales in the infants’ department 
over 200 Bubble Books disposed of, and the 
children were introduced to Toyland. 


Double Sales By 
Doubling ‘‘Weeks”’ 


Why not make two sales grow where only 
one grew before? Make Baby Week also 
Toy Week. As a matter of fact, Baby Week, 
which is already recognized as a shopping 
time especially for baby, offers an excellent 
opportunity for toy sales as well as sales in 
almost a dozen other departments. 

Toys are inseparable from children and 
childhood, and sales would readily respond 
to only a little effort in their behalf. The 
grouping of infants’ novelties, dolls, water 
and stuffed animals on tables in the infants’ 
department and about the store, will stir up 
the desire to possess in the mind of many a 
small customer. ; 

Vice versa, dolls dressed in rompers, over- 
alls, sports clothes and cunning little frocks, 
shown in the toy department will attract in- 
terest in the infants’ or juvenile department. 


EE 


Local Sports Photos 
Present Novel Idea 
for Apparel Selling 


Photographs are always interesting, and 
when used in a show window always attract 
an extra amount of attention to that window. 

So it would be a good plan for the store 
which is seeking to push its sale of sports 
apparel to send a photographer this spring 
around to the various parks and tennis courts 
of the city and out to the local country club to 
take pictures of the young ladies playing ten- 
nis and engaged in other sports at these 
places and to then use these photos in con- 
nection with a window display of sports ap- 
parel, knickers, etc. 

With each photo should be a typed de- 
scription telling where and when the picture 
was taken. And, of course, if the names of 
the young ladies shown in each photo could be 
given, the attractiveness of the pictures would 
be that much enhanced. 

With the pictures should be strong copy 
boosting the sale of the goods shown in the 
window. For instance, one of the placards 
shown in the window might read like this: 

“You will enjoy sports more if you are 
appropriately dressed. Come in and let us 
show you more of our extensive stock of sports 
apparel NOW.” 


Transplanting Seaside Offers 
Wide Opportunity for 
Novel Showing 


The community selling week idea can fre- 
quently be utilized to advan- 
tage in promoting interest 
locally and sales generally. 
The community week idea 
has been developed in vari- 
ous ways, but a good con- 
crete example is shown in a 
reproduction of the Atlantic 
City boardwalk, which has 
been successfully utilized in 
several cities. A miniature 
village with street lights is 
erected, every building being 
an up-to-date shop with a 
wide display window opening 
on linoleum-paved streets. 
The shops carry new, attrac- 
tive merchandise of nearly 
every description. A painted 
ocean is made to appear con- 
veniently. There is a board- 
walk and a real sand beach 
where mannequins parade, 
presenting an Atlantic City 
atmosphere. An orchestra 
is seated on the sand under 
beach umbrellas. There is 
a parade of bathing beauties 
and some first-class vaude- 
ville acts. The further you 
are from the sea the better 
this means of booming busi- 
ness a bit will pay. 


Break Into ‘‘Sassiety’’ 
‘To Boost Your Garments 


The next time one of your local societies 
or fraternities stages a big dance or enter- 
tainment—get in on the early plans and work 
in a stunt like this. See the chairman of the 
entertainment committee. Arrange to put on 
.a short style show. See that you have an 


200 MORE 
of the Splendid 


SILK SKIRTS 


at the Remarkable Prices of 


$10.95 $13.95 $19.95 


Which if tt Had Not Been for the 
Paris Store would be Selling-in 
Los Angeles Today far $22.50 to $35 


SELLING IDEAS 


Cute Little Booths Fea- 


tured Best Styles in 
“May Blouse Sale” 


This is the way blouse department 
featured ten proven numbers in popu- 
lar priced blouses to promote a May 
blouse sale. A decorator was asked to 
construct 5 x 5 foot attractive little 
Japanese booths of light framework 
and Japanese crépe paper. One was 


placed at the entrance, one in the milli- 
nery department, one in the upholstery 
department and one in the shoe depart- — 
ment. 


Sign cards, in Japanese style, 
bearing the words, “May Blouse Sale,” 
were attractively printed and decorated 
and hung from all four sides of the 
booths. 

These miniature blouse shops, with 
a single salesgirl, in a Japanese kimono 
could not, of course, sell all who were 
attracted to them. They featured only 
the ten popular numbers being pushed. 
But they were such conspicuous re- 
minders of the sale that they could not 
be overlooked by anyone who entered 
the store. The cost of construction was 
not quite $15, and the sales netted di- 
rectly from these booths exceeded 
$1,200 for the event. 


We Grow 


Organdie Frocks 


And-when they are as Moderately Priced as these, 

They Keep One’s Pocketbook in Good Condition too. 

MES. 3 and her daughter came to the dress shops yest@#day. 
several fresh 

wea 


Daughter was intent on adding resh-looking, warm- 
ther dresses to her wardrobe. 


not,’ 

And mother did put one on. And mother was delighted And ene was 
not too critical, it was hard to tell mother from daughter 

Hundreds of other mothers can do the same. Ax for daughter's dress— 
well, who doesn't know that one may look as fresh and dainty as any rosebud 
in an organdie dress. 

Organdie Frocks ax Low as $17.50 and $/9.75 
ks with Lace Inserts 


Organdie Frocks in Two-Color 
Organdie Frocks, One Color Over A 


If for any reason you do not care for organdie, there are hosts of voiles, 
dotted Swisses, and ginghams at prices that compare very favorably with 
those above. 
SS 
5 
New Tweed 
Suits, & 


Taffeta Dresses 
Sports Jackets to Marked Down to 


Wabi Silk $19.50 $23.75 
Jerney jackets, 7 colers, $12.75 $26.75 $34.75 


Gray Canton Crepe 
Quilted Coats, $65 


Here one sketch dominates the ad, yet is balanced by darker illustration opposite. The 
type style and arrangement are excellent. 


attractive setting. Use merchandise out of 
stock, and for models use your own girls. 
Have a place in the program so you can 
show the audience by numbers what the gar- 
ments are and list the prices. A certain store 
showed more than fifty costumes in this way. 
None of the garments went back to the store. 
Many of them were bought as the models took 
them off. Some of the models bought them 
themselves at the cost price. 
Personal contact was established between 
the women in the audience and the girls wear- 
ing the garments. Acquaintances were made 


Keep One Young. 


Oh, dear, L wish I could wear those Tittle frocks,” sighed mother, “they're 
asked daughter. "Please put one on.” 


which brought several new charge accounts to 
the store, as each girl was in a position to 
talk intelligently about her costume. The 
results all around were profitable. Why not 
try this yourself? 


Even Chairs Are “Stouts,” 
Assuring Comfort—Which 
Means Better Buying 


Stout patrons are sensitive and do not like 
to be singled out as different from the ordi- 
nary shopper. A customer can ask where the 
“Grey Shop” is located without the embarrass- 
ment of referring to “stouts,”’ and this is the 
reason the name was adopted for the stout 
section. In the Grey Shop the chairs are extra 
large, large size forms are on display and even 
the saleswomen are sufficiently large to pur- 
chase their own clothes in this section. 

The room is about forty by fifty feet, 
done in grey, and separated from the rest of 
the floor by glass covered, sectional shelving. 
Glass display cases are used. In addition to 
outer wear and apparel ordinarily sold in stout 
departments, the customer may purchase large 
sized blouses, underwear, camisoles, hosiery, 
house dresses, aprons, petticoats and so on. 

Everything the big woman sees in this 
department has been selected for her alone. 
Often women coming in to look at outer gar- 
ments, note these accessories—with advantage 
to themselves and to the Grey Shop. 


Playtime Pictures Help 
Sell Knitted Wear 


A very attractive display in knitted outer- 
wear might be made late in 
May or early in June by 
Lest You Forget | showing a beach scene. A 
re le Ra quantity of sand could be 
dumped in the window and 
three or four figures util- 
ized. One of the figures, a 
woman, might be garbed in 
a knitted bathing suit with 
a sweater on her arm. An- 
other figure of a woman 
might be seated on the 
sand, dressed in a knitted 
sports skirt and a knitted 
silk sweater, and wearing a 
knitted tam. A small boy 
in a bathing suit might be 


represented as playing 

with a pail and shovel, with 

apa Miadonie a knitted sweater jacket 
Gown | lying nearby. 

to be Given Another modification 


haired might show a canoe with a 
man and girl appropriately 
dressed in knitted wear, 
either of the woolen variety 
used in bathing costumes 
or of the sports variety in 
silk goods would be attrac- 
tive. A knitted blanket on 
the back of the canoe would 
add another knitted fea- 
ture. In the fall of the year the scenic effect 
could be brought into play, bringing in 
mountain climbing, coasting, skiing, skat- 
ing, etc. 

A window could be devoted exclusively to 
one article such as wool sweaters and another 
window to silk sweaters. Combination sports 
sets could be utilized for a window showing a 
general line of knitted outerwear. Another 
window might show dresses or knitted suits, 
capes or coats, as well as new forms of novelty 
knitted fabrics made into attractive ready- 
to-wear garments. 


Madonnas and Men 
“ Garrick Theater 
»btained 


now 


Tie-On Wool Sweaters 


Very special VALUES! Fine for gol! play 
en and vers Seven prety colors 


“One-of-a-Kind” Wainsonr and Counter Sale 


SELLING IDEAS 


Always Works 


Sweep Up All Odd Bits of Merchandise and This Method Will 
Clean Them Out 


AS there ever a_ store, big or little, 
W whose various stocks did not accumu- 
late odds and ends of merchandise? There 
never was. There will be a discontinued line 
in one department with only three items left, 
none of which fits the stock. For example, 
one size in a corset; one model in a dress or 
hat, or a line of shoes. Odd sizes in shirts, 
collars or men’s suits, one or two bottles of 
perfume, a yard or two of a desirable piece 
of silk, cotton goods or velvet. 

How can the store term these stumbling 
blocks to stepping stones of profit? 

One of the oldest ways is one of the best. 

Collect from all the departments as many 
representative items of the odd size, discon- 
tinued line, one-pattern type as possible and 
arrange them on a long narrow table. Put on 
the price ticket of each its original price in 
black letters, the sale price in red, etc. At 
both ends of the table put a good-sized plac- 
ard stating: 

“If you can use these, they are yours at 
the red price—any article. We have only 
one of a kind.” 

It is costly to keep odd lots, short lines, 
etc., in stock, so 'the store can only gain if it 
puts very attractive prices on the ‘“‘One-of-a- 
kind” items. 

If a store wants to establish this event 
as a weekly or monthly event a little sys- 
tematic publicity will soon do it. 

Use the windows to show the entire col- 
lection the day before the sale. The day of 
the sale leave the window empty, but place 
this sign in it: “Everything you saw here 
yesterday is inside on a table at a 50, 60 or 
70 per cent reduction,” as the case may be. 

This idea is bigger than it looks. There 
is more to it than clearance of odd things. 
Try it and see! 


Old Baby Duds Show 


A Sure-Fire Winner 


ERE’S an idea which has to do 


with babies—oh, an_ old-fash- 
ioned baby clothes contest! 
Cards announcing an “old-fash- 


ioned baby clothes contest” and also 
having an entry coupon should be sent 
out to the store’s mailing list. The cou- 
pons could be as follows: 


OLD-FASHIONED BABY CLOTHES 
CONTEST 


The accompanying garment (state 

just what garment)............ 
Was worn (what year)...by...... 
Now in the possession of Mrs..... 
Whose address is................ 
Gity or? tOWN ss. see eee 


The advertising copy could be made 
to carry a great appeal by headlines 
and inserts as follows, besides cuts of 
little garments shown on and off young 
children: 

“Where are the clothes your chil- 
dren wore? Have you a baby’s garment 
worn a hundred years ago? Would you 
loan these garments to us for a window 
exhibit and contest? We are going to 
give prizes for old-fashioned baby gar- 


mothers with children. 


ments submitted to us for display at 
our great white sale. For the oldest 
garment submitted there will be a cash 
prize of $10 and $5 as a second prize. 
For the garment showing the daintiest 
needlework, $10, with a $5 second prize. 
For the most complete outfit of old- 
fashioned garments $10, second best $5. 
The first entry received at our store, 
$10; second, $5. 

“All entries will be given excellent 
care and returned to you in good con- 
dition. They will be placed in our 
show window throughout the week. 
Prize-winning garments and names of 
prize winners only will be shown on 
Saturday and cash prizes will be award- 
ed winners on the same day.” 


ANNIVERSARY OF 


“Tooth Birthday” Adds New 
Gift Day 


Next in importance to the arrival of 


baby himself is the first tooth, as anyone 
can attest who has ever known a proud 
father. 

Marshall Field & Co. propose to in- 
crease sales by fostering the “tooth 
birthday” and suggest that when a 
youngster leses a baby tooth he or she 
should have some fitting remembrance 
and consolation for the occasion. 

Among the things mentioned as ap- 
propriate are dolls, surprise boxes, whit- 
tling sets, mechanical dogs, and tub and 
stuffed water toys and animals. 


How They Featured Their 


Baby Weeks 


What Some Merchants Did for the First 
“Baby Week.” 


* * * 


An Alabama merchant gave away 1000 copies 
of a standard book on the care of baby. 


* * * 


Another merchant printed and inclosed in 
packages, appropriate and authentic slips on 
baby care. 


* * * 


Motion picture managers presented slides: and 
films on baby care, with complimentary tickers to 
Proceeds of theater per- 
formances were contributed toward expense of 
the local Baby Week. 


* 


The managers of some 


In a Michigan city health notes were printed 
by a department store and distributed to custom- 
ers over the counter. 


x ~ * 


Department stores in many cities gave 
space for baby conferences and _ lectures. 
Others displayed large muslin signs on their 
delivery wagons- advertising Baby Week. 


large plants 
printed Baby Week data on the pay envelopes. 
* x * 


PUTT) 


OOO O11 OO Or OH Or OH OH OH Oe OOOO OH OOOH Or On Or On Or Or Or On On Guerre 


Store Cross-Section 
Novel Ad Feature 


- 
: 

é 

‘ 

: The Kerrison Dry Goods Co., Charleston, 
3 S. C., used a novel method in their advertis- ? 
¢ ing for featuring their new store building. i 
H A distinctive ad showing a cross section of 
¢ 

: 


the entire building was used in the daily : 
e 


valuable because it showed the exact loca- 
tion ef all departments, as well as the vari- 
ous features that are carried out in the store 
for better service. 


deal of local interest. It was particularly i 
i 


pipers of Charleston and excited a great i 
$ 
H 
$4 


| 
: 
3 
i 


e 
ie EO OHO Oe Oe OO Herre O11 Or Oe Orr O 1 Oe Or Or Ore Oe Oe Oe Or Or Or Oy Sr Gu Ser 


“Sign Here’’ Scheme 
Makes Lists Grow ~ 


When you can get the men to add their 
names to your firm’s mailing list without 
their realizing it—well, that’s going some. 
Here’s how King Bros. Co., of Seattle, Wash., 
do it. After each sale of a hat, the customer 
is handed a pad of printed forms which reads: 
“FREE! You will receive a special signa- 
ture slip to go under your hat band, showing 
ownership of hat, by signing your name and 
address below. Please write plainly.” The 
men cheerfully sign because they feel they 
are getting something for nothing. The 
names thus received are checked daily 
against the firm’s mailing list and any new 
names are added. A gummed sticker is then 
sent inclosed in a well-written letter of in- 
structions on how to paste the slip in the hat. 
Manager Guy Bowen says it works great and 
is a mighty fine good-will builder for King 
Bros. 


RIGHT ON TIME. 


Now, WHERES MY ! 


“Today's a Birthday” 
Slogan Encourages 


Gift Toy Sale 


“Today is Some Child’s Birthday.” 
This, the toy department’s slogan at The 
Fair, Chicago, has proved very effective in 
encouraging the sale of toys for gift pur- 
poses. Supplemented by toy ads twice a 
week it has been successful in keeping up a 
steady, profitable volume of sales in the toy 
department. 

Toys occupy a space on the fourth floor 
directly in front of the elevators. Formerly 
they were where the rug and carpet depart- 
ment is now. It was recognized, however, 
that toys are “impulse goods,” while floor- 
coverings are bought as the result of pre- 
meditation and planning, and the shift was 
made with excellent results. 

Toys are featured all the year, but their 
space is much enlarged for holiday selling. 
Booths and similar arrangements are util- 
ized during the pre-Christmas period. This 
plan is most effective. 


SELLING 


IDEAS 


SSeS SSS 
= —— 
be SS 


Sounding the Alarm Brings 
Customers on the Run 


Here’s one that has helped a small South- 
ern store tide over many a dull period. It’s 
called the “Silvery Chime Sale,” and it’s 
based on that plain, every-day occurrence in 
the best of families —the sounding of the 
alarm clock. 

Once a week, in three or four depart- 
ments, one to a floor, two alarm clocks are 
placed on a shelf behind a counter. Each 
one is set to go off by the store superintend- 
ent, and over the back of it is pasted heavy 
brown paper, so that not even the salespeople 
know what time the ringing is going to start. 

When the alarm sounds, the buyer or head 
of stock, or whoever happens to be in charge 
of the department, takes out a sign he has 
ready and places it on a counter or table on 
which specials are shown. This card tells 
the percentage reduction to be made on the 
goods when sold, and that reduction is made 
until the second alarm goes off. 

As nobody knows when that will be, in- 
terested customers are quick to make up 
their minds to buy. And the sound of the 
alarm never fails to bring them flocking from 
all parts of the floor to see what is on deck. 


z 


PTE CC 


These Silent Cops Made 
Their Silence Golden 


HE Cedar Rapids Syndicate Clothing 

Store, Cedar Rapids, lowa, attracted con- 
siderable attention to a recent sale by station- 
ing two dummy policemen outside their store. 
The ‘policemen’ were of heroic size and 
looked realistic in their blue coats and shin- 
ing caps, “‘guarding’’ the entrances to the 
store. The hurried pedestrian, on turning 
the corner, was startled sufficiently to stop 
—and sometimes shopped. The passerby 
was warned by a big “STOP” sign each 
“policeman” held in his hand, while the ad- 
vice given on the sign was to ‘‘Step Inside 
and See a Lively Sale.” 


MO 


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A ELULACUCACOCAEAELEYHASUAEOCACUEAESEORUEVENEDEREOUAUEAAOADEUNDODEDANOEUEAADSROOEDAGAROETEVEUEOHUETAOATUEOEVOVEDUCUROCLOUTOE EONS UOOUNEE EYEE NDD 


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STC eC 


Often Small Things 
Decide a Sale 


An easy step toward getting more busi- 
ness is to insist upon salespersons familiar- 
izing themselves with the printed matter 
which most manufacturers inclose with their 
merchandise. For example, washable gloves 
usually have the directions for their renova- 
tion on a little card slipped into each pair; 
household conveniences are always accom- 
panied by instructions for their setting up 
and operation; toilet requisites usually have 
little slips, or booklets inclosed in each par- 
cel, which may contain useful information. 

The mere reading of such printed matter 
equips the salesperson with information 
which is helpful and convincing in dealing 


with customers. And it is so easy to acquire 
that no up-to-date salesperson will be con- 
tent to rest without it. Hold a monthly quiz 
on this sort of instruction and learn whether 
your salespeople really know their goods. 
You need this, for even similar lines have 
points of dissimilarity and in trying to sell 
the more expensive items those points are the 
deciding sales factors. 


RUSH THOSE 
RUBBER CoaTS! 


CZ fy) yp ep SN Wes Fase 


3 


Barometer Guides Window 
Sales 


Herbert Sichel, who advertises a 
haberdashery in Portland, Ore., always 
keeps a barometer before him in order 
that any threatened change in the 
weather may not catch him unawares in 
his advertising and with window dis- 
plays that are not appropriate to the 
climatic conditions. 


Merchants’ Buses 
Bring Buyers In 


As an eautra stunt to induce people from sur- 
rounding towns and cities to visit the Dollar Day 
sale at Fond du Lac, Wis., merchants of that city 
provided automobiles for free transportation to 
and from the railroad station to the shopping 
districts. The visitors were highly pleased with 
the thoughtfulness shown for their benefit and 
comfort. A band furnished a concert on Main 
Street during the noon hour. The bargain day 
sales were a big success. 


Feature “Personality Goods” 
Sale— Big 


A sixteen-day sale of “Personality Goods’ 
is a suggestion that will add much to the 
business of such departments as toilet goods, 
veilings, laces, jewelry, gloves and handbags. 

Individual stores using this plan will 
want to give the event a name of their own 
choosing. They can do this better than any- 
one else, but three suggestions are offered 
by way of example. 

(1) “Personality —16 Sections of 
Our Main Floor Feature It This Week.” 

(2) “Women of Blank City Get Ac- 
quainted with the Source of Individual- 
ity in Dress.” 

(3) “Sixteen Touches of Distinction 
—One Touch a Day.” 


MY Z 


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4p, 


Wy 


ae 


There’s Art in Selling 
Even Prosaic Shades 


Homer Bowers, head of the rug, 
carpet, and drapery department of 
M. B. Monn, Shelby, O., describes a 
plan for the display and selling of 
window shades. 

“T had this casing built in the form 
of a window, but deep enough to per- 
mit me to hang a number of shades 
in such a manner that any one of 
them may be pulled down or raised 
in the usual way, thus enabling me 
to demonstrate all of the different 
shades I handle,” he said. 

“By the use of this device I have 
ready at hand a shade of each kind 
in water color, oil and tint, also the 
duplex—all in the regulation 36-in. 
width. These shades are all fitted 
with cord and tassel which I invite 
my customers to use in raising and 
lowering the shades so that they can 
see for themselves how they work and 
how they look. 

“These shades are sure to become 
soiled in use. When that happens I 
shall at once put up new ones, as the 
showing of soiled shades is always 
inadvisable. 

“T always mark each sample shade 
with a small, neatly typed card 
showing the designation of the mer- 
chandise.” 


With captions like these, the store will 
not need to go into long explanations re- 


garding the purpose of the campaign. 


Trinket Gifts Mean Much to Boys— 
and Your Trade 


An idea which many boys’ departments have 
found excellent is to center the advertising rather 
on the boy himself than on his parents. It is of 
course necessary to stress quality and service in 
the promotion of sales in any boys’ department, 
and it is just as important to make this impres- 
sion on the boy himself as on the persons who 
will pay his bills. It is a good plan to get in as 
close touch as possible with the boy; to send him 
little trinkets, to find out his birthday and to 
always remember it in some small way. A pleas- 
ant little letter on a birthday and at Christmas 
is easy to get up, inexpensive to put through, and 
effective in making an impression upon the boy. 


SELLING IDEAS 


Contest Within Contest Got Some 
Good Ideas for Voting Schemes 


Employees Succeeded Where Management Failed, Producing Eight Ideas 
You Can Use 


Recentiy the advertising department of 
one of Hartford’s biggest dry goods houses 
decided upon having a voting contest among 
some division of the great public body, in an 
endeavor to stimulate business. After the 
advertising personnel failed to select just 
what they would like, they prudently invited 
some of the executives to name the spe- 
cific form of contest. After a few days 
of futile decisioning, this august body 
gave up. However, one of them struck 
upon the idea of having a contest within 
a contest; in other words, this bright in- 
dividual thought it would be doubly ad- 
vantageous to invite all the employees 
to submit ideas, on the judicious suppo- 
sition that the people who are in direct | : 
touch with the public are more apt to 
know what would be most tempting. 


$25 for Best Contest Suggested 


So, in order to bring the best out, a 
prize of $25 was offered to the one sub- 
mitting the winning idea for a voting 
contest, $15 for the second and $10 for 
the third; the last two prizes were of- 
fered mainly to gather ideas for subse- 
quent use and to get everybody inter- 
ested. 

At a passing glance it will be seen 
how brilliant this was. In the first place, 
it got the employees on their tip-toes 
vying with one another to produce the 
acceptable idea; secondly, it inculcated 
in them an interest that might otherwise 
be absent in the project. A week was 
given them to get their suggestions in. 


They took to the plan with a vim that & 
was as commendable as it was interest- ee 


ing. 
Some of the Results 


The following is a partial list of some of 
the suggested ideas: 

Allow ten votes on every $1 purchase for 
the most popular clergyman in the city. 
Prize, Ford coupé. 


Prize of new winter and summer uniform 
to the most popular policeman, fireman or 


FOO Oe Oo Oe Oe Oe Oe Oe ee Oe Ore Wee Oe Gee Oo Gee Bee Oe ee Oe Orr Or Oe Orr Oe Ser Ser Oe Ore Ber Ser Ber 


Know Farmers and Beat Mail 
Order Houses 


OWN in Alexandria, La., the mer- 

chants decided that the best way to 
combat the inroads on their business 
made by mail order houses was the start- 
ing of “acquaintance tours” into the 
rural districts surrounding the city. 
A committee representing the merchants 
of Alexandria made regular auto trips 
into the country each day and chatted 
with the farmers, made friends with 
them and did not directly try to sell any- 
thing—just “to get acquainted,” they ex- 
plained. And the country gentlemen 
liked the idea of this personal visit and 
they came to town more often just to 
keep up the friendship—and incidentally 
they spent more when they came. Sounds 
like a pretty good idea—and it pulled 
good results down in Alexandria, so we’re 
told. 


re te ee er et et eet er et net et et ee er er er et nr er nr nr on er tr er tr 


OOOO OH Oe Ore Ors Or Or Oe OH Oo ee Bee OHH 1 er Wer OHH Oe Oe Wee OH OH OH Ore Or Or Or Oe Ore OO OH Oe Or Oe DOH OO 
ee der et ee er eee er et ee es tet eee eee te ete eee Pee ee eee ee ee eee ee et ee ee ee ee et er ey 


A Sports Frock Sported 
own “Main Street” 


{7 sarod trom Tr Lew tung 


A Story and Its Sequel 
of a Young Spring Suit 


“Nighty Night,” Said 
The Philippin d 


The Artful Dodger 
Does a Toddle 


postman. 
chase. 


Two votes on every 25-cent pur- 


Give a prize of a round trip to Niagara 
Falls to the most popular couple married 
within the last six months. One vote on 
every 10-cent article. 


ore mk — oe 
Leary 


= When a Young Man’s 
Springtime Fancy Turns To--- 


—— 


FFOND mamas with se dangber lend care — Wee be unto the danghter of re whe nol to 
ful sar and gree artfel thought lo soar caver das. o tune with the inevitable an DUtbely «alle i 

for youth will be served and that right speedily. ing ber Don Quixotn, Hankies to be 
a —There ié no time like a Bpringtime—trom the —Many a charming romance has berun beneath the Han ed 
c ‘runkimed blomoms of Califoreia {0 the unkiane) ' writing brim of a fort hat And « rythmue trock 

“'buda” of Toledo—for looking ove's prettickt and in the moontight—Ab, who can tel —Or, who woul TP, tne them reat S 

dew tell, ma ghenet “gee 

= 


A Gingham Frock 
A-Porching Would Go 


._ She Put on Her 
New Gray Bonnet 


Gloves and Sleeves 
Work Together 


Way Down South in 
he Land otton 


The Rustle of 
_ Silks Was 


Fain 


ard 


Here is an ad that to the quick-to-grasp ad- 
vertising manager offers ideas in illustration, 


heads and layout he will seize at once. The 
heads invite reading. The illustration is very 
distinctive, and cach item stands out by itself. 


A two months’ vacation trip for the per- 
son having the most votes. One vote on each 
25-cent purchase. 


A complete wardrobe to the best dressed 
woman in town. Five votes with every dollar 
expended. 


A gift of a piano to the best player, man 
or woman, in the city; number of votes to 
count. Ten votes to a dollar. 


Give a complete baseball outfit to the high 
school class receiving the greatest number 
of votes. One vote with every 5-cent pur- 
chase. 


For the most popular actor or actress in 
stock company (local theater), a Buick. Ten 
votes to the dollar. 


Picked High School Class Idea 


Upward of two hundred suggestions were 
received, but the foregoing represent the 
pick. Most of the ones enumerated would 
undoubtedly prove money-getters, but the 
particular one accepted unanimously by both 
the executives and the advertising depart- 
ment was the idea of giving a complete base- 
ball outfit to the successful class in the local 
high school. 


A Coat's a Coat 
For A’ That 


“The Beauteous Eyes of 
Spring's Fair Night” 
ATELD & Drght Dies wisn, rr snd whe tet 


Maud Muller 
Had No Such Fun 


Many reasons were advanced for this, the 
principal one being that the high school is 
a very popular institution in the city. Be- 
sides, the contest was being held during 
those superheated days preceding the open- 
ing of the baseball season. Another thing, 
and indubitably the deciding factor, was that 
the votes went with the sma!lest purchase: 
the five-cent article. 

It was so successful that the girl who made 
the original phrase was rewarded in addi- 
tion to the $25 prize; she was promoted to a 
better position. 

A lesson can be gleaned from this. It 
pays to take into consideration at all times 
the rank and file. Oftentimes hidden in the 
recesses of their brains may be re- 
posing ideas that, if awakened, could be 
utilized in stimulating business that may 
be napping. 


First Floor Helps 
Sales Upstairs 


A very successful store found it 
practical to use a little of the main floor 
space — valuable as it is—to help the 
upper floors along. 

There was a problem as to how to 
get customers up to the china and glass- 
ware department on the fifth floor. The 
first step in its solution was to arrange 
a three-day. sale of odds and ends of 
merchandise in this department, every 
item priced at $1. No newspaper ad- 
vertising was used, but in a bargain 
square on the first floor samples of the 
fifth floor goods were exhibited. None 
of these ariicles were sold. If a cus- 
tomer wanted one of them, she was told 
where she could get it—on the fifth 
floor. The result was that numbers of 
people sought the upper floor, and in 
the three days’ sale period more than 
3000 pieces of the special merchandise 
were sold. 


Use Other Stores’ Win- 
dows to Sell Your Goods 


Even if your window display space 
is limited, often you can increase it by 
taking advantage of a vacancy in some 
other store building. That is what a 
big Southern store has found advan- 
tageous. A vacant space formerly used 
by a large men’s wear store was being 
fixed over. It had three large windows 
facing on the street on which the de- 
partment store was located, a few min- 
utes’ walk away. In two of these 
windows were hung heavy curtain 
backgrounds and in the other the back- 
ground was of painted canvas. In these 
windows were placed furniture and 
dainty fabrics. Signs of moderate size 
announced that the goods were on sale 
at the store holding the event. There 
is no reason why this cannot be done 
elsewhere. Possibly several such extra 
display spaces in scattered localities 
could be used to advantage, as they 
would be seen by a larger number of 
people than would pass the store itself. 
Just how much credit may be given 
these windows for the success of the 
pre-inventory sale cannot be guessed, 
but certainly a visitor to the store 
found every aisle crowded early in the 
morning, on upper floors as well as on 
the main floor. 


Tell "Em When To Wear 
Sport Clothes. They'll 
Buy Them Then 


Why not compile a list of the occasions 
on which sports apparel could appropriately 
be worn by the women of your city and place 
the list in the window in which you were 
making an exhibit of such apparel? With 
the list could be some placards urging the 
reader of the list to purchase more sports 
clothes. 

Of course local conditions 
would modify any general list, but 
the whole thing might read like 
this: 

“Of course YOU will want 
more sport clothes this summer!” 

“Think of all the times and 
places where you will fee! improp- 
erly dressed unless you wear 
spor‘s apparel. Look at this list: 

“At the lakes, at summer re- 
sorts, automobiling, bicycling, ca- 
noeing, country club, dances, fish- 
ing, golfing, hikes, picnics, playing 
croquet, tennis, working in the 
garden, etc., etc. 

“In other words, there will 
hardly be a day during the sum- 
mer time when you will not need 
sports apparel. 

“Come in and pick out your 
sports clothes NOW.” 

With such a list it would be an 
easy matter to frame a very unique 
display. The various items of 
sports apparel might be shown in 
the window with the list and then 
a ribbon might lead from each 
garment to the summer time ac- 
tivities on the list where such a 
garment could be appropriately 
worn. 


Sale Corsets Grouped by 
Characteristics Sold 
More Easily 


The plan of separating a large part of its 
corset stock into four lots, all priced at $4.69 
each, with different kinds of corsets in each 
lot, was the plan recently adopted by the 
Wolf & Dessauer department store, Fort 
Wayne, Ind., for putting over a rather un- 
usual and particularly successful corset and 
brassiere sale. 

The lots were separated as follows: 

“Tot No. 1. Silk jersey corsets in sizes 
ranging from 25 to 29 and at values running 
from $8 to $15, all at $4.69.” 

“Lot No. 2. Front lace corsets, flesh-tint 
brocade materials, all with elastic gores and 
elastic patches in the back. Sizes 22 to 32.” 

Lot No. 3. All back lace models. Each 
model is fitted with two pairs extra heavy 
hose supporters. Sizes from 20 to 36.” 

“Tot No. 4. A particularly interesting 
group of corsets for the nurse and for the 
woman who likes a practical front lace cor- 
set. Sizes 23 to 34.” 


Easier for Customers 


This thing of grouping the corsets in four 
lots according to the general characteristics 
of each lot had the effect of making it easier 
for women to find the sort of corsets in 
which they were particularly interested and 
to see whether or not the sizes they wanted 
were included in the lots. 


SeielaLwioN Gow laDsksALS 

This not only pleased customers, who 
were saved fruitless searching, in many in- 
stances, but also made it possible to care for 
patrons quickly. 

This thing, too, of giving all the sizes 
offered in each lot is a splendid thing, as it 
saves disappointment on the part of women 
who may come looking for certain sizes with 
the idea gained from the advertising that all 
sizes were represented, only to find that their 
particular size was missing. 

The Wolf & Dessauer store did a good 
business on corsets as the result of this ad- 
vertisement. 


TUESDAY, AT 9 o'CLOCK 
“Spokane’s Greatest Dress Sale” 


762 NEW DRESSES 


All Purchased at Unbelievably Low Prices and 

‘All to Be Sold at One Low Price 
Dresses for All Occasions 
Sim Desps Soots Dame 


The Ara Very Few Duplicates 
Wass Are Sensational 


E reases 
4 mee ete bie tag Ae Fay Red Sick 
Dresses Which eal Would Be Priced $50, bert $75, 
er ca a You Will Want to Bay 2,3 or 4 of These 
hile They Gan Be Had for the Price of One 


Living Models i in the Windows Tonight 


See Them, 7 45 to 


This is the ad that turned the dress section of the 
Crescent, Spokane, Wash., into a dressing room 
crowded with all shapes and sizes casting modesty 
to the wind and trying on right in public, rather than 
miss a bet. The store showed the dresses in all its 
cightecn windows, preceding the sale. The dresses 
were duplicates of models which had sold earlier in 
the season from $50 to $125. An important point of 
the ad is that it gives fokae rs just two points to 
concentrate on—the single price, and the drawings 
of actual models from which to make selections. 

According to the newspapers, the sale was a riot. 
Several women found, after trying on new garments, 
that their own had been sold to eager seekers after 
bargains. Apparently, nobody cared. 

The great thing was to get the dresses; to pick out 
of the lot the model selected from the ad’s illustration. 
Never mind the temporary inconvenience. Forty extra 
saleswomen were provided to handle the sale prop- 
erly; but they had a hard task. 

The day's work had a most gratifying result—fifty 
per cent bigger sales than the best previous record. 


Store Mannequin Just Walks 
Apparel Out 


Qui.e out of the ordinary is a store 
mannequin in the L. S. Ayers Co., of 
Indianapolis, who saunters her way 
through the building doing just what 
she loves best to do—wear pretty 
clothes and all their dainty accessories. 
One hour she flames in a velvet eve- 
ning wrap with its smart chinchilla col- 
lar and tasselied chinchilla evening 
toque. Then she is seen on the street 
floor balcony charming weary custom- 
ers in a dainty orchid evening gown. 
She loves to do it—and everybody loves 
to have her, for not only is she an at- 
traction to customers, but the girls in 
the store feel a breeze of “pep” at the 
very sight of her. 


Promenader in Negligée Best Sales- 
woman in This Department 


A successful negligée department employs a 
mannequin to promenade in negligée through the 
department. She changes her garment frequently, 
and it is said that she is one of the best sales- 
women in the department, although a silent one. 
She does not offer garments for sale, but many 
times during the day the garment which she is 
wearing is purchased from her back. 

This mannequin also tries on negligées which 
customers are inspecting, and in this way the cus- 
tomer is enabled to get the real effect of the gar- 
ment, whereas she could not do so if she tried it 
on over her street clothes. A fitting room is 
available in the department if a patron desires to 
try on the garment she is looking at, to see if it 
suits her particular type. 

How about stimulating your negligée sales this 
way ? 


Doubling Support Helps Stouts 
—and Corset Sales 


Did you know that you could sell the com- 
bination corset-brassiere garments to your 
stout customers to wear over the corset? If 
you do not think it is a good idea, try it on 
the next “stylish stout” and see the result. 
The unbelted straight front models are best 
for this purpose. The corset is first fitted and 
adjusted in the usual manner, then the bras- 
siere garment is fitted carefully over it with 
the supporters alternating with the corset 
supporters. The front supporter comes just 
inside the front corset supporter and the side 
supporters may be fastened between the side 
and back supporter or left unfastened. 


Here, a window with background of dark polished natural wood sets off to excellent 


advantage garments all in white. 
related. Arranged by Walter Zemitszch, 
St. Louis. 


Each article stands out by itself as a unt, 


yet all are 


display manager for the Famous & Barr Co., 


‘““Men’s Gloves 
Every Day’’ Built 


Sales 


Men’s glove departments in the average 
store never have more business than they 
need. Here is an idea worth consideration. 
It was used for years by a department store 
in a fair-sized city and built up the depart- 
ment more than any other feature of the 


service: The store ran in every ad it pub- 
lished this slogan—‘‘Men’s Gloves Every 
Day.” 


Sometimes this was set in 14 pt. bold in 
a part of the ad which was devoted wholly to 
women’s merchandise, at other times it ap- 
peared near furniture, draperies, shoes, toilet 
goods, anything. It appeared in practically 
every department of the ad excepting the 
glove advertisements. This little slogan sold 
thousands of pairs of gloves while it was be- 
ing established and still sells them. 

An idea of this kind can be applied to the 
departments selling men’s hats, women’s 
corsets, bedding, such as mattresses, comfort- 
ables, shoes, either men’s or women’s, and 
such staples as linens, toweling and dress lin- 
ings. 


“Children’s Week” 
Made Sales for Future 


The Fleisher Co. of Hagerstown, recognizing 
the fact that the child of today is the customer 
of tomorrow, conceived the idea of familiarizing 
the children with their store through a well-ad- 
vertised Children’s Week. Special programs were 
prepared for the entertainment of the younger 
set and at 2.30 o’clock daily the entertainment 
started promptly and continued for one hour and 
a half. The entire front of the store was de- 
voted to an improvised auditorium with a large 
seating capacity. 

The program included offerings of Hagers- 
town’s best-known talent, such as recitals, tab- 
leaux, etc. Every detail was carried out with 
great care from the advertising features to the 
carefully planned six-page programs. This was 
a boost for the children’s departments and for 
those carrying garments for their parents. 


Fireless Cooker Cooking 


Sells More of ’Km 


Now is the time to talk fireless cookers. 
Warm weather is right before us, and women 
like the idea of “putting the dinner in the 
pot and forgetting it,” so they can enjoy an 
interesting book. 

The best way to make sales of fireless 
cookers is to change the minds of women 
who don’t know anything about them but 
who have about as much faith in them as 
Columbus would have had if Marconi had 
revealed the possibilities of the radio. Con- 
vince her by demonstration either in the 
house furnishings department or in the win- 
dow or both. You'd make ’em sit up and take 
notice if you would show a cooker with two 
receptacles, in one of which a roast is being 
browned and in the other ice cream is being 
kept hard. Five expensive machines in 90 
minutes is a pretty good record, but a de- 
pariment store did that on the strength of a 
demonstration. 


Seen LP LAISN Gee eDebeAgS 


NICE VoIcE: 


Girls Demonstrate 


Veils by Store Use 


Mrs. M. Hoff, manager of the 
veiling department for Livingston 
Brothers, San Francisco, is noted for 
enterprising selling ideas. 


She has 
stimulated great interest in her veil- 
ing department by having girls behind 
the counter wear trim black hats 
draped with narrow chantilly lace 
veils. This “stunt” was inaugurated 
on the Saturday before Easter, with 
the result that the total sales for that 
important day were greatly aug- 
mented. 

Not only the black lace veiling nov- 
elties were eagerly taken, but interest 
in various types of draped veils and 
veilings by the yard soared to new 
heights. 


Segregating Sizes Made 
Gloves Easy to Buy 


In staging a recent sale of gloves a Middle 
Western department store cut down the con- 
fusion which is usually incident upon such a 
sale by having a number of tables devoted to 
gloves and by displaying only one size on a 
table. 

At the foot and head of each table were 
placed large signs telling the size of glove to 
be found at that particular table. This enabled 
all customers to go at once to the tables where 
their particular sizes were to be found. In 
this way a vast amount of confusion and con- 
gestion was eliminated and the sale was tre- 
mendously speeded up. 


Just Wrap Blankets 


Around Customers 


Customers who respond to an August fur- 
niture sale are good prospects for blanket 
sales. Get in a requisition for one of the best 
window in the store for the first week of 
August and see that a definite promise of it is 
obtained from the display mmanager. 

Show your blankets in such a way as to 
impress upon every customer the fact that you 
have blankets, the best and newest blankets in 
town, and that these blankets await the cus- 
tomer’s inspection. 

Put a sign in each elevator; 

Put one or more in the furniture depart- 
ment; 

Put a good sized ad in the paper; 

Send out stuffers with packages; 

Dress up your department so that customers 
who pass through it will see a new arrange- 
ment of the goods and get a new impression 


of the merit and desirability of your blankets. © 


Look your stock over now and pick out 
samples of each kind and size. Get the dis- 
play manager to help plant a department dis- 
play, a window and, if it can be arranged, a 
showing in the furniture department. 


Watch Dolls Sell 
Your Ribbons 


When a new batch of ribbon comes in, 
especially in several ranges of narrow and 
wide widths, get about ten dolls from the 
toy department and arrange the dolls behind 
a rack so only the heads and necks show. A 
curtain of dark velvet or other material will 
serve to cover the bodies of the dolls. Ar- 
range the row of dolls along the top of the 
ribbon showcase. Then take a short length 
of ten of the best colors of the new ribbon 
and tie little bows, about three inches across, 
on the neck of each doll. Put the yard price 
under the bow; pin it to the top edge of the 
curtain. Then display the two wide widths 
of ribbon near the doll display. You will 
find women will stop and look at the doll 
bows and then the stock of new ribbon. This 
idea will go best on a counter. It has no 
window value. 


Helping Save Baby Waste Pays 
Dividends 


One baby out of every seven born dies an- 
nually, and the life of this seventh baby is often 
sacrificed because of improper care. Expectant 
mothers, even among the large foreign-born 
laboring classes, have been awakened to this 
alarming death rate and now seek all available 
ana orrae tion on maternity and the care of the 
child. 

“A good reference library” which has a free 
distribution is bringing customers to the stores 
which have installed it and giving mothers and 
prospective mothers the advice of famous baby 
specialists in the care, feeding and clothing of 
the child. 

Under the circulation plan suggested to stores 
securing these libraries, each visitor to the in- 
fants’ department is allowed to draw one book 
at a time and have it in her possession for a week 
or ten days without cost, by simply signing a card 
with her name and address. This, of course, 
brings the mother, or expectant mother, back to 
the store to return the book and perhaps to draw 
out another. 


Sell Short Lengths 
Through Notions Dept. 


Gi rid of your short lengths in silks, 
white goods and linens through the 
notion department. There is always a rainy 
day on every vacation. Many people would 
like the idea of preparing gifts for various 
occasions ahead of time if the ideas for the 
gifts were worked out for them. 

A novel way of making a handkerchief 
may be shown in the notion department. 
Get the short lengths of crépe de Chine, 
linen and fine lawn. Voile is very much used 
in the newer handkerchiefs. Cut these short 
lengths into squares. From your notion 
department use the finest of narrow picot 
edging that resembles lace. It comes in 
white and colors. Insert the edging in the 


narrow hem and hem the handkerchief with 
the same color in a double strand of silk, 


using a long, loose stitch The nearer the 
edge of the handkerchief the better the picot 
edging shows off. Several of these handker- 
chiefs shown in the case with all the equip- 
ment for making them, including the piece 
of crépe de Chine, the thimble, the needle, 
the picot edging as it unrolls from its card, 
the silk for hemming as it unwinds from 
the spool, would suggest the well-planned 
joy of getting a few gifts made up ahead. 
Show boxes in which they may be wrapped 
and pretty cards with them. Offer this idea 
to your customers in a package that will 
fit into a suitcase or week-end bag readily. 
Let the price card with the picot edging tell 
how many minutes it takes to make the 
handkerchief, together with the idea, “Now 
is the time to think ahead. Take a stitch 
ahead and when a gift-day comes you will 
be ahead.” 


—_ 


Progressive Discounts Sell 
Hosiery to All the Family 
By the Dozen 


Every store, more or less, at some time or 
other, holds a boxed hosiery sale. An un- 
usual variant of it and a most successful 
one has been used by a Pacific Coast store. 
This store holds a “Box for the Family Sale” 
twice a year. Men’s, women’s and children’s 
hose are included, the men’s numbers being 
brought from the men’s department to the 
women’s for the occasion and placed on a 
- counter by themselves. 

The idea is to sell hose for everyone in 
the family. A customer may buy as many as 
she wishes, but she benefits most when she 
buys more than one size. The regular prices 
are quoted, but if she buys women’s and chil- 
dren’s hose she gets a discount of 20 per cent. 
If she adds men’s hose, the discount rises to 
25 per cent. And for each additional size in 
each variety there is a further discount of 
21% per cent, so that if she has six children 
and buys stockings for them all, she is in 
great luck. If she buys only for herself, she 
gets 15 per cent off the regular price. All 
the hose are placed in one box, prices totaled, 
sizes counted and the discount taken off. 

When the buyer was asked if that wasn’t 
an expensive kind of sale to run in a town of 
large families, he replied as follows: “We 
don’t think sc. We do it only twice a year, 
and what we are after is to get women to 
coming here for children’s hosiery, instead 
of patronizing the neighborhood store. We 
want the men’s sock business the haberdash- 
ery would otherwise get, too. We are con- 
vinced that it pays us. The goods are spe- 
cial purchases, and the reductions average 
little more than we take in our store-wide 
sales. But customers like the idea of pro- 
gressive discounts, and they respond splen- 
didly.” 


Employees’ Games Set 
Sports Wear Example 


Are the salespeople in your store full of 
pep and enthusiasm because of the good 
times they have playing at sports after work- 
ing hours and on Sundays? 

Why not find out about the sport loving 
tendencies of your salespeople and then tell 
about their favorite sports in the ads and 

show windows in which you exploit sport 
goods? > 

You might present the proposition by a 
placard or advertisement reading like this: 
“EVERY SALESWOMAN IN OUR SPORTS 
GOODS DEPARTMENT IS A SPORTS LOVER” 

“All the saleswomen in this department play 
tennis, swim, play basketball or engage in other 
sports. - 

“That’s why they are so splendidly able to 
give you perfect satisfaction when you buy sports 
apparel at this store. ‘ 

“And it is because practically all the sales- 


SRO AOE OSB BHC By OS LON 
: ae 


e 
ae, 


ADA c Oar 


Sei leLelIN G @ le D?BSAES 

people in our store are sports lovers that this 
store has such pep and enthusiasm and puts such 
particular vim and verve into the selling of 
sports apparel. 

“Patronize this store. And take a hint from 
this store’s sports lovers—get out into the open 
and engage in sports this summer. You’ll feel a 
lot better if you’ll do so.” 


“HOW Lucky, 
| HAVE ONE 
CORK LEG!” 


They Had to Have That 
Other Hose 


Mr. Kepp of the Kepp-Baertsch Co. 


of Rapid City, S. D., pulled a “stunt” 
that made a hit with the ladies, and no 
mistake. He took a list of what he calls 
his “hundred best customers” and to 
each name he sent one single lisle 
stocking of a fifty-cent grade. A letter 
accompanied the stocking stating that 
if the recipient would call at the store 
with that one stocking, she would be 
given its mate—and also a chance to 
get some very remarkable values in 
silk hosiery. 


Store Play Spirit 
Toy Sale Factor 


The toy section must represent the spirit 
of childhood. Children should be permitted 
to ramble around the department. Price tags 
should be placed on all articles because when 
a child looks at a toy, if it does not cost too 
much, he or she is very likely to exert enough 
influence to get it. 

Have a sliding board or a sand pile, where 
the children can play. A doll house or a doll 
hospital, a talking machine and other auto- 
matic toys with which the children can amuse 
themselves, make the department a desirable 
playground and an active sales factor. Some 
of these suggestions are carried out exten- 
sively in the toy section of the Hochschild- 
Kohn Co., Baltimore. They also have tea 
tables and sets and novelty dolls sitting 
around. Baby dolls are also in cradles and 
buggies, and kiddie koops have dolls inside. 
Sewing baskets and other toys for girls are 
on display and sand buckets and other toys 
for boys, are in plain view and easily acces- 
sible for easy examination. Carrying out the 
spirit of childhood is responsible for this 
twelve months’ business in the Hochschild- 
Kohn Co.’s toy department. 


Here ts a good sug- 
gestion for a_ hosiery 
window. It may be used 
with wax figures behind 
the curtain, as though 
living models were about 
to parade on the plat- 
form. A method espe- 
cially adapted to showing 
novelty or high colored 
stockings. Arranged by 
* FE. Birrelt, display 
manager for the Fargo- 
Wilson-W ells Co., Poca- 
tello, Idaho. 


Capitalize Schools 
Tooth Brush Drill 


The influence of school instruction in dental 
hygiene is more and more noticeable in the toilet 
goods department, and may be effectively capital- 
ized by featuring dentifrices, tooth pastes, and 
other toilet preparations which will appeal to 
children. It is well to find out what lines are 
being advised for children’s use, and to feature 
them in such a fashion that the young purchaser 
will be made to feel at home, and to take a 
personal sort of interest in the toilet goods de- 
partment. Combinations of brush and dentrifice 
might be offered at a special price to school chil- 
dren, and if they can be boxed and wrapped in 
an attractive manner, so much the better. Not 
only are children becoming better and better cus- 
tomers for toilet goods, but in the large cities 
they are introducing into many foreign homes 
the idea of dental hygiene. Many families to 
whom the tooth-brush was a dark mystery have 
gotten acquainted with it through the influence 
of a child who has been impressed in school with 
new ideas of cleanliness and hygiene. 


Dirty Rug Guess Sold Twelve 


Machines 


The Chambersburg Company of Chambers- 
burg, Pa., left a small rug on the sidewalk outside 
of their store for thirteen days, when it was 
taken in and cleaned with one of the vacuum 
cleaners that they intended to make a big splurge 
on. The rug, the sweeper and the pan of dirt 
that came from the rug were placed in the win- 
dow with a notice offering a prize to the person 
guessing nearest to the correct weight of the 
dirt. The contest was open for a week, and from 
the number of slips turned in it seemed like 
everybody in Chambersburg took a guess. Any- 
way, it certainly introduced vacuum cleaners in 
gocd shape and over a dozen actual sales were re- 
ported. 


Sell Women’s Hose to 


Men—They Buy ’Em 


In the Friday evening and Saturday 
morning ads which started the usual 
campaign on men’s articles for holiday 
selling, many readers of an Eastern 
store’s ads were surprised to see an 
advertisement for women’s hosiery. 

These ads were headed, “Buy her a 
box,” and underneath, “You can’t 2z0 
wrong. If in doubt about her taste, buy 
plain black silk.” 

The briefest description of each 
stocking was given, with the box price, 
and at the bottom, “In plain white 
boxes. Before Dec. 18 boxes will be 
initialed in gold.” 

For the latter feature a supply of 
gilt initials similar to those pasted in 
hat bands was bought. Purchasers 
could designate the combination of let- 
ters desired, and, presto! there was the 
white box with the initials of the one 
the gift was to go to. The idea was 
well liked, and it was very helpful in 
getting a larger advance business than 
normal. This is so simple and easy a 
way to gather in additional sales that 
it may be used any time. There are al- 


ways birthdays coming along. 


SELLING IDEAS 


Personalities Behind Discarded Ties Will 
Talk Sales if You Let Them 


Get the Human Interest Touch—It Appeals to Men’s Imaginations Even 
More Than to Women’s—Simply a Matter of 
Observation and a Few Notes 


“‘ OLLECT the ties discarded from time to 

time by customers who buy and change 

in the department. Keep little notes which 

sketch out the former owner’s personality and 

any interesting points regarding his tastes and 
character. 

After you have a good collection of dis- 
carded ties begin to feature them one or two 
at a time in the foreground of window displays 
of new ties. Use cards with clear lettering 
which tell about the former owner of the tie. 
Make the cards brief but interesting. Tell 
what the man said when he discarded the old 
tie. Speak of how he walked when he left 
the store and any other little humanized touch. 
you can think of. 

Let your store adman amplify the story a 
little in his advertising and refer to the win- 
dow display. 

If this is kept up consistently for six or 
seven weeks three things will happen. (1) 
Men will begin to watch your necktie dis- 
plays, (2) they will begin'to read your neck- 
tie ads and (3) they will begin to come in 
and buy new ties—men who have never vis- 
ited your store often. 

There is something curiously attractive to 
a man about something he has worn after he 
has discarded it and forgotten it. Mention 
no names of course, either in ad or windows; 
but make it plain that the ties belonged to men 
who live in town and who bought them at your 
store. 

No adman ever lived who could create the 
impression among a few men at a time that 
a man could who suddenly said, while looking 
at the old ties, “I’ll be blanked if there isn’t 
one of my old ties! Well, I’ll be jiggered.” The 
other men who are looking at the display with 
him will hear and human nature will do the 
rest. 

This idea has a human touch, it is original 
in execution and has a decidedly local flavor 
if skilfully carried out. Men get to liking the 


Just Pictured Points to Sell 
Shirts 


Miss Marcia “Contes. advertising man- 


ager for the McDougall & Southwick Co., 
Seattle, Wash., tells this about the gigantic 


shirt sale that she put over: “One good ad 
did the trick. We didn’t say anything about 
‘tremendous bargains’ or ‘slaughter’ or 
‘sacrifice.’ The advertisement showed a pic- 
ture of a shirt with arrows pointing to com- 
plete construction details of the shirts. A 
man can tell whether he likes the pattern 
or material, but he can’t tell, in looking at 
a shirt, that it is cut full, with generous 
armholes, etc. But we knew all about these 
shirts, so we told the men how they were 
built—and they bought them by the dozen!” 


place where they buy a few ties regularly. 
This idea makes them want to like your neck- 
tie department. Try it, even if you improve 
on the way to carry it out. There are many 
variants to the plan. 


Stress Things Important to Boys, to 
Win Their Trade 


Boy Scouts, little clubs and other gather- 
ings which have colors or special insignia are 
well worth cultivating by the boys’ depart- 
ment. It is well to have always on hand a 
complete line of caps with the various school 
colors, all of the necessities of Boy Scout 
equipment, and the bits of insignia for which 
any grade of school or Scout might call. The 
appeal should be made to the boy, as well as 
to his parents, and if boys can be made to feel 
at home, and their parents can be convinced 
that that child can shop for himself satis- 
factorily alone, the chief battle of the boys’ 
department is won. If the head of the boys’ 
department likes boys and can make himself 
one of them, so much the better. A man who 
will attend Boy Scout meetings, and address 
them, and who can get on terms of genuine 
friendship with the boys is worth his weight 
in gold to any store, and is not only winning 
business for the moment but is laying a solid 
foundation for the future. Grown-up boys do 
not forget where they were well treated in 
their youth. 


How to Feature 
Locations on Hot 
Days 


Electric Fan Zones—Divide the store, 
especially the first floor, off into zones or 
areas. And on certain days of the week an- 
nounce in ads and by window signs that such 
and such a number of the store’s “most at- 
tractive unadvertised values for the day” 
are located within 10, 15, 20, 30 ft., etc., from 
the position of electric fans. 

Most stores have several electric fans 
going in hot weather. Suppose there are six 
of them located at different points on the 
first floor. Number the fans with a good 
sized placard tastefully made. Call them 
“Cool Fan No. 1, No. 2, No. 3,” etc. In the 
ads state that a money-saving value or two, 
unadvertised, are located “in a_ ten-foot 
radius from ‘Cool Fan No. 1.” Do the same 
for all the other fans, devising values from 
a list of different sections. 

This idea accomplishes three things, all 
of them worth while in the hot weather: (1) 
It advertises in a graceful way the thought 
of cool shopping. (2) It establishes an inter- 
esting kind of curiosity—“unadvertised spe- 
cial values.” (3) It emphasizes store loca- 
tions in a timely and individual manner. 

And lastly, it does something not done 
every day, and its novelty will appeal. 


500 Fitting Failures 
Bought Goods Anyway 


Mayer Israel & Co. sprang a new 
stunt in New Orleans when they adver- 
tised a suit worth $75, for $1, to the 
first man whom it fitted. A 46 long was 
selected to be the $1 suit—which made 
the fitting much harder. Before the 
right man was found, nearly five hun- 
dred of them came to try on the suit, 
and when they found their figures didn’t 
belong, most of them took a look around 
and made purchases of other bargains. 


“Courtesy Card” a Friendly Idea 


There’s one store on Broadway whose 
windows are especially attractive, and right 
in the center is always a neatly lettered card 
that suggests a friendliness to window shop- 
pers. “We thank you for stopping to look at 
our display. We hope it pleased you. For 
more information about any particular ar- 
ticle, come right inside. If you are not ready 
to buy, thanks anyway for stopping.” 

That’s interesting, isn’t it? And don’t you 
think there is a little thought here? 


Wy 


$350 VALUES $ douin 
CHOICE OF THEM ALL 


shown, Every shirt 


SEE OUR CHAMPA STREET WINDOWS 
MAKE YOUR SELECTIONS EARLY 


OUR SPRING OPENING STYLE SALE OFFERS 
MEN'S AND YOUNG MEN’S 


FANCY SPRING SUITS 


$30 to $35 | $38 to $40 ariee 
VALUES | VALUES 


$23|$29|s34 $39 


aks to hog 


Nothing fancy here. Just an ad with a wallop 
for everybody who sees it. The sort that pulls 
a splendid day’s business 


Given Personality, 


Shoes Just Run 


The shoe buyer who can see opportunity 
-and has nerve enough to grasp it, together 
with the ability to make the most of it, will 
get ahead. A selling idea worked out by a 
big New York shoe shop some years ago will 
serve to illustrate the point. 

A, shoe was offered the buyer at an at- 
tractive price and was purchased. Then the 
buyer and the adman of the store got busy. 
They selected a name for ‘the shoe and 
planned out a publicity campaign, using the 
newspapers and the store windows. The 
shoes were of a type that was distinctive and 
the advertising was full of catchy phrases— 
the kind that people repeat. 

Sales came quickly, and as a result the 
shoes were soon seen frequently on the 
street. This was noted by the alert adman, 
who at once began to cal] attention to the 
number of the shoes that were to be seen “‘on 
the Avenue.” This created a further inquiry 
for the shoes with a result that their, popu- 
larity grew steadily, and the store sold a 
large number of pairs. 


Halie@oncealed Show 
of—Er-Limbs, Sold 
24,000 Stockings 


Twelve thousand pairs of stockings were 
sold by a store which staged a sale marked 
by a novel showing of hose. 

The outstanding feature of the sale was 
its advertising through a “Promenade de 
Hosiery,” held in one of the store’s large win- 
dows the day before the sale opened. A 
stage was built 2 ft. above the floor of the 
window and a curtain dropped so as to leave 
a space of 22 in. above the stage floor. On 
the platform seven girls, selected from the 
store force, promenaded behind the curtain 
from 9 to 1 o’clock, and from 2 to 5 o'clock. 
Each girl wore samples of the hosiery in the 
sale, and the ads announcing the sale 
called attention to the promenade so 
that customers could see the hose to 
be offered just as they appeared in ac- 
tual use. The curtain hid all of the 
models above the knee. During the 
time when the girls were out of the 
window forms took their place. The 
display attracted a great deal of at- 
tention from both men and women 
passers-by. 


Children’s Playland 
Makes Shoes Walk Out 


Getting shoe customers while they 
are young is a slogan which the Marott 
Shoe Shop of Indianapolis, Ind., thor- 
oughly believes in. In the children’s de- 
partment alone more than a quarter of a 
million a year is done, so there must be 
something in the idea. George J. Marott 
sells more than shoes. To the kiddies he 
sells a heap of good-will. Look at this 
layout in the rear of the children’s show 
department and it will be easily under- 
stood how he does it. A spot in rear of 
the children’s section he calls Playland. 
It is equipped with a shoot the chutes, a 
sand pile, swings of various kinds, 
assorted toys and a variety of story 
books. He even has a maid, experienced 


3-Piece Living-room ; 


SELLING IDEAS 
in handling children, who tells them stories of 
mystery and adventure. 

At Christmas time— Oh, Boy! A true- 
and-honest-cross-my-heart Santa Claus makes 
his headquarters in Playland. He gives real 
presents away. Every day, however, children 
visiting the department are given some little 
trinket which pleases their fancy. Costly? 
Yes, but trivial compared with the increased 
business it brings. 


“Red Arrow Booth” 


Centers Bargains 


The Burgess-Nash Co. of Omaha has discov- 
ered a new name for a bargain counter by calling 
it “The Red Arow Booth.” The Booth, which is 
in the rear of the downstairs store, is lighted by 
red incandescent bulbs, and is announced through- 
out the floor by large red arrows pointing in the 
direction of the booth. The Red Arrow booth is 
the abode of a daily special, and is always the cen- 
ter of a crowd of eager shoppers who have grown 
to look to it for bargains of especial merit. 


24 Inch View Most Effective in 
Showing Shoe Styles 


The most successful method yet found to 
show shoe styles on living models has been to 
draw the shades of several large windows to 
within 12 or 14 inches of the floor, and to 
have the models pass behind the shades, in 
this way showing various types of shoes with 
a few inches of appropriate stocking. The 
display usually has been used for three suc- 
cessive days in the two hours between 2.30 
and 4.30 in the afternoon. Needless to say, 
while such a display will attract a world of 
attention in a medium-sized city, it must be 
used discreetly, and any appearance of over- 
doing, or of letting a tinge of vulgarity creep 
in must be sedulously avoided. Stockings and 
shoes must be perfectly matched, and the 
models must be carefully chosen and given sev- 
eral rehearsals before such a show can be 
counted on to pull its full value. 


TNs Stove Open Al fi 


‘MEN! 


| See et 
Mase 10062 —— PHO anneal Gemourgers 


HAMBURGER’S MARCH SHOE SALE 
a OE 


2000 Pairs at Breceneat Cost 
in This Semi-Annual Event ‘ 


Suite 575.00 


<qWhen one looky forward fo ware, dey 
owing that by te loveseat of en 1658 


Bissell's Vacuum Sweepers 
. Pick Up All E sarge Dust— 


This is a good way to use a general ad to put over a 
smashing shoe sale, without killing everything else on 


the page. Note how the Home Sewing Week sticks out, 
for instance, and the furniture and home furnishings are 
not lost, either. 


Sell Full Rubber 
Wardrobe 


“Buy a pair of ibe for each 
pair of shoes, instead of one pair for 
all,” is a slogan that is making many 
extra sales for Milwaukee shoe 
dealers. This is too good a selling 
argument to be kept within the con- 
fines of one city. Therefore the 
Economist puts it before its readers 
with the suggestion that it be used in 
all shoe ads for a time, and that all 
salesmen be instructed to advise cus- 
tomers to purchase rubbers that will 
fit the shoes and thereby give greater 
satisfaction to the wearer. 


Fabric and Fashion 
Bring Quick Returns 


A dress fabric style show has been found very 
helpful in selling fine piece goods at Harrods, 
Ltd., London. An expert draper takes lengths of 
goods from stock and before an audience assem- 
bled by invitation dresses a live model in the latest 
fashion. Correct costume accessories complete 
the picture. As each garment is finished, the name 
and price of the material and the department 
where it may be found are announced. Only the 
latest and most authoritative styles in dress are 
copied by the draper. Such a show can be of as- 
sistance to the ready-to-wear as well as to the 
piece goods departments if new models for sale 
in the former are copied. 


“Came to Try— 
Stayed to Buy”’ 


When Miss Agnes Ayres, the moving pic- 
ture star who is featured in a picture whose 
story is closely allied with the legend of 
Cinderella, appeared in person in Duluth, 
Minn., the Glass Block advertising depart- 
ment got busy. They asked Miss Ayres, 
who is reputed to have the smallest foot 
of any screen star, for a pair of her tiny 
shoes which are made on a special last. 
These were placed on display in the win- 
dow and an advertisement stated that the 
woman who could get them on—and ac- 
knowledged herself to be eighteen years 
old or more—could take the shoes home 
with her. The shoe department where the 
test was held prospered greatly through 
sales to those who “came to try and re- 
mained to buy.” 


Live Furs Sell Dead Ones 


Ever notice how people crowd around 
a window of a dog store? Well, why not 
utilize that knowledge to your own ad- 
vantage? Five live gray foxes in a win- 
dow trimmed in minute detail to repre- 
sent a forest scene, was the unusual win- 
dow attraction used by The People’s 
Store, Charleston, W. Va., in connection 
with a sale of fox furs. M. L. Hoffstadt, 
who arranged the window, borrowed the 
foxes and used real tree stumps, leaves 
and all the fixings. 

This is good stunt to use in con- 
nection with the August fur sales coming 
along. 


Sheer Repetition Forces 
Toilet Goods Interest 


Why not recommend one big item a day 
for the toilet goods department? Why not 
feature it on a framed bulletin board at the 
entrance to the department and in the sec- 
tion where it is sold? 

The important thing is to feature some- 
thing, make people see it. It may be a bottle 
of perfumery, a special bar of toilet soap, 
bath salts or anything in toilet goods. 

The item is not so important as the 
way it is featured. 

Post the item in ten or twenty 
places in the department in a framed 
bulletin. The idea back of this method 
amounts to featuring by sheer repeti- 


tion. People will begin to buy this 
item after seeing it ten or twelve 
times. 


The placard or framed bulletin 
could have a title like this: “Our Spe- 
cial for Today.’ “Such and Such 
Toilet Soap.” Put the title in one 
kind of lettering and the item in an- 
other and more brilliant color. 

Devote a whole or a large part of 
one counter to the display of the item 
featured for one day and state that on 
the bulletin: “For Today Only.” 

Group ideas, or bulk-selling ideas, 
that is, a combination feature of sev- 
eral items at an aggregate price, offer- 
ing the purchaser a reduction on the 
group, may be featured like this: 

One can of talcum, one can of tooth 
powder or other dentifrices, one bottle 
of bath salts, two cakes of toilet soap, 
at the aggregate of all less, say, the 
price of one cake of soap, or some 
other item. 

Ten or twelve groups of this kind 
properly advertised, well displayed on 
the counters and, if possible, exhibited 
in a window, are sure to bring a good 
volume of sales. 


Infants’ Embroidery Week Stimu- 
lates More Than One Section 


Infants’ Embroidery Week is cram full of 
sales possibilities for your fancy goods section. 
Put the department in readiness with com- 
plete assortments for the infant, which would 
include bibs, dresses, slips, slumber pillows, 
underslips, caps, bonnets, carriage robes, 
creepers, etc. 

Get together the newest things in knitted 
sacques, sweaters, and bootees to draw atten- 
tion to the yarn and embroidery silks. Pre- 
pare to have these demon- 
strated by someone dressed to 
take the part of a mother sit- 
ting by her baby’s crib. 

About ten days in advance 
of Embroidery Week, send out 
artistically designed an- 
nouncements. A clever folder 
with cover design showing a 
mother sewing tiny garments 
would be appropriate. This 
printed suggestion will not 
only promote sales for this de- 
partment, but will push the 
ready-to-wear section for 
babies and growing children, 
as it is bound to stimulate in- 
terest and call to a mother’s 
mind all of the things she has 
been meaning to sew and buy. 

Follow the mail announce- 


ments with a Sunday adver- ornaments. 


get away from itt. 


SekeL Lil N GiesisDur sAsS 
tisement and window display, letting com- 
plete selections, along with reasonable prices 
—lower ones, if possible—be your selling 
points. 

The art embroidery section should make 
itself indispensable, not only by being able to 
supply the things to be sewed, but by giving 
the information many young mothers are look- 
ing for. Little counter folders could be de- 
signed, telling of the things and amounts that 
a mother should have ready for her baby. 
Friends of young mothers are glad to get 
such hints, also. 


Ail protections ot lemme origy 


sand 
proces range (ram TAG 4p \0 25.00, 


An ad that dominates everything else in the paper. Youcan't 
fr The art work is unusually excellent and the 
merchandising of bridal gifts could hardly to improved upon. 
Here is aw idea for use when you want to center the town’s 
attention on one of your ads. 


Summer Comfort Week 


Sells Everyday Needs 


Why not, during the warmest days in your 
section of the country, put on Summer Com- 
fort Week, and link up everyday needs like 
talcums, cold creams and toilet waters, with 
fresh flowers, cracked ice and electric fans? 

A store in a southern section sent miles 
into the country for a car full of mountain 
laurel and ferns. The enterprising manage- 


ment then obtained flowers and palms from 
a local florist, and with the aid of numerous 


6 PSoctnet a) = 
Shah el ee A 


Here's a dandy book window, showing books as useful home things, not 


By A. W. Malet, display manager for R. H. Macy & Co., Inc. 


electric fans, created a spot for toilet goods 
selling so cool as to rival nature’s own wood- 
land. 

Jars of cold cream were frozen in blocks 
of ice. These were placed in attractive 
bowls and received much attention and ex- 
cited favorable comment. A few special 
prices were announced for the occasion but 
the bulk of the business was done at regu- 
lar prices. In one day 840 boxes of talcum 
were sold. 

Toilet goods are essential to summer com- 
fort. Think up some special features of 
your own and make Summer Comfort 
Week a notable and profitable occasion 
in your store. 


An Alphabet Sale for 
the Art Section 


FEATURE idea which buyers of 

art embroidery departments could 
push from a‘sales angle would be one 
called the Alphabet Sale. This could be 
_. worked out in two different ways. 

One buyer might wish to make the 
sale mean that the goods offered at lower 
prices would be all things marked with 
alphabet letters. Selling talk of hope 
chests and trousseaux could be used to 
great advantage. Make the customer 
feel that now is the time for her to get 
stamped, monogrammed goods which 
would, of course, include bits of lingerie 
as well as the domestic necessities. Have 
handkerchiefs ready for hemstitching 
and also lettering, even to the extent of 
selling with them the thread and needle. 
The latter could be made a special fea- 
ture through attractive pricing and com- 
pleteness of assortments. ; 

Another way to carry out the alpha- 
bet idea would be to place art embroidery 
things on sale in alphabetic order—such 
as aprons, for A; bibs, for B; carriage 
robes, for C, ete. In this way probably 
more lines of goods could be put on sale 

than by the other method, for the buyer could 
have as many things under each letter as she 
desired. If the idea should be carried out it 
would be a good plan to send out lists to your 
customers, getting up a folder in a clever 
manner and showing all of the things that 
would be on sale. The front cover might be 
illustrated, and the inside have a block for 
each letter with the article it stands for next 
to it. These might also be used as counter 
cards, so customers coming to the sale might 
know of the many things included. The goods 
could be shown on tables with alphabet letters 
on cardboard, painted to look like blocks, 
hanging above them. 


w ——— 


Drug Store Sampling 
Pulled “‘Dollars 
and More” 


A window representing the in- 
terior of a drug store had a re- 
markable influence over drug 
sales in a Wisconsin store. Dur- 
ing the day it was occupied by 
two girls in white uniforms who 
filled bags with samples of goods 
shown in baskets on the show 
cases, showing each sample plain- 
ly as they did so. On the shelves 
were sale items, price tickets 
being shown on each section. Dur- 
ing the sale twenty samples were 
given away with each purchase 
of a dollar or more. Were there 


many “dollar and more” pur- 
chases? You should see the 
books! 


i ai i i i 


Sick-Room Visitors Will 
Buy Gifts if Properly 


Presented 
Although of necessity prevented from 
doing his own shopping, the convalescent in- 
valid is an individual well worth considering 
in any store which has specialties which will 
make sick-room life less irksome. An intelli- 
gent grouping of gifts, carefully chosen, 
suitably announced and offered by salespeo- 
ple who are not afraid to make suggestions, 
will attract the attention of anyone who has 
a friend who must be amused during the tire- 
some process of recovering from an illness. 
Books are generally acceptable, especially 
if the book department takes the trouble to 
select lists of volumes suitable for various 
ages and classes of patients. 
* * * 


A convalescent usually enjoys writing 
letters, and likes to take advantage of the 
opportunity to catch up with neglected corre- 
spondence or to write acknowledgments of 
gifts or inquiries. Good stationery thus be- 
comes an appropriate gift for an invalid, and 
a reliable, workable fountain pen or pencil 
will be welcomed as a friend indeed. 

* * * 


Embroidery or knitting are not too 
strenuous for the recuperating woman or 
girl, and pretty selections of yarns, with at- 
tractively fitted baskets or bags to hold the 
knitting or embroidery, make another gift 
item for the invalid. 

* % * 


Pretty vases to accompany floral gifts are 
worth featuring, too, for few hospitals ever 
have a sufficient supply to go around. 

* * * 


For children there is a world of interest- 
ing toys, painting outfits, puzzles and games 
which should be suggested for the amuse- 
ment of the active youngster who finds it so 
hard to keep quiet. 


aie * 


“Gifts for the Invalid” could very easily 
be developed into a flourishing little depart- 
ment which would bring in excellent returns. 


Clown and Menagerie Draw 


Crowds—Speed ‘Toys 


“Arouse and maintain interest on the part 
of the kiddies.”’ This is the toy selling gospel 
as preached and practiced by W. L. Milner & 
Co., Toledo, Ohio. 

The toy department is an all-the-year prop- 
osition at Milner’s. And it is a big proposi- 
tion, too. 

Last year Milner’s gave away a pony, 
harness and buggy. The pony was a prize 
winner at the County Fair. Naturally, this 
aroused tremendous interest, and the results 
were satisfactory in every way. 

Recently the store had a menagerie in the 
toy department, with rabbits, pheasants, mon- 
keys and other animals and birds. This at- 
traction ran for six weeks and it brought in 
an almost continuous crowd of children. A 
lot of free advertising came from one of the 
local papers in the shape of a story about one 
of the monkeys that escaped from its cage. 

During the last holiday season a clown, 
dressed differently every day, kept up the 
novelty. 

Another thing that Milner’s considers very 
important is to have a toy window every day 
from the beginning of the toy season on, the 
window display being changed frequently so 
as to keep it fresh and novel. 


SELLING IDEAS 


“Follow the Line’ Made 
Ads and Windows Pull 


A dry goods dealer who did considerable 
newspaper advertising and who made it a prac- 
tice to put a few of his advertised articles in each 
of his windows, worked out a little idea to make 
it easy for people to find the advertised articles 
and he adopted a scheme that was simplicity it- 
self. 

As soon as the newspaper appeared with his 
advertisement he would paste a copy on the in- 
side of his window and then he would run a nar- 
row ribbon, generally red or some other bold 
color, from the back of the advertisement to the 
particular article or articles that were on display 
in that window. 

In that way it was an easy matter to locate the 
article that was advertised without having to go 
over the entire window. This retailer found that 
this little idea helped tie up his advertising with 
his window displays. 


Let Local Lights 
Help You This Way 


Something rather new in the way of put- 
ting over an anniversary sale has been adopted 
by Wolf & Dessauer, Fort Wayne, Ind., this 
store being one of the largest department 
stores in the State. 

The twenty-sixth anniversary sale of the 
store started on April 25, and during the ten 
days previous to the inauguration of the sale 
the store devoted a column daily to a résumé 
of conditions in Fort Wayne as they were 
twenty-six years ago, during the year in which 
the store was started. 

These résumés were not simply rehashes 
from the newspapers of the period but were 
authoritative discussions of the local theaters, 
sporting events, society, dresses and so on writ- 
ten by present prominent residents of the city 
who were also residents of Fort Wayne twenty- 
six years ago. 

For instance, Frank E. Stouder, proprietor 
of the Palace Theater and other local thea- 
ters, who twenty-six years ago was operating 
the Masonic Temple, the only theater in the 
city, discussed old-time Fort Wayne theatrical 
attractions in a most interesting and entertain- 
ing fashion. 

Mrs. Sam R. Taylor, one of the leading 
club women of the city, discussed the doings 
of Fort Wayne women twenty-six years ago 
in the same authoritative fashion. A. L. Ran- 
dall, leading local automobile dealer, who 
twenty-six years ago was in the bicycle busi- 
ness in Fort Wayne, discussed former bicy- 
clists and sporting events. And so on. 

That this method of attracting attention to 
the sale was successful was attested by the 
great number of comments received at the 
store on the series. In fact, it is doubtful if 
any of the regular news features in the Fort 
Wayne papers attracted any more attention 
during the week previous to the Wolf & Des- 
sauer sale than did these résumés. And as 
the result of this extra added attention for the 
sale, the sale went over with a rush. 


Community Quarters Bring 


Rural Trade 


The merchants of Rock Island, Il., banded 
together and shared the expense of a com- 
munity rest room in which rural shoppers 
could wash up, rest, have their bundles de- 
livered and assembled, and even cook their 
meals and be entertained on the days they 
came to town. 


0909+ 0+ O18 110m O19 O11 O11 OH OOH OH OH OOH OH OHO OOH OOH Or 


Movie Program Guides 
Merchandise Offerings 


It’s an old stunt—so old that’s it’s new 


with the present generation. They used to 
spring it way back in the days when “Ca- 
mille” was the saddest show on earth. Now 
we've got our “Over the Hill” and many 
other weepy feature pictures to cry over— 
and several stores have told us how they 
cash in on tears. They watch the movie 
announcements and then put on a sale of 
handkerchiefs with the little suggestion 
prominently displayed, “Before going to see 
‘Over the Hill,’ stop in to Blank’s and fortify 
yourself with a large ’kerchief.” And many 
criers heed the advice. 


990909 @ 6 O +9 O19 O29 O29 Or O19 Oo O11 19 Oo O19 O11 O01 OH 1 O10 00 O19 O09 O19 Oo er 10 O19 Oe Oe Or Gores 


0160110 O12 OH 10012 Om O11 O91 O19 O01 O19 OOH OH OHO OOOO OHO Or OHO Om OOOOH OO Or Ore 


OOO ++ O41 OH OH O19 O92 Om Ber Or O12 Or Ore O19 Ore Ore Ore Oo O42 ee Oe Ber Wer Ore Oe Wer Ser Ore Bes Oe Oe Oe OH Ore Or OH Or OH Oe Oe Orr Or Oar we, 


FOO OH OOHO+ 


Paper Novelty School 
Justifies Existence 


Valuable results in attracting customers 
and realizing a substantial profit by the han- 
dling of paper novelties are shown by the G. M. 
McKelvey Co., Youngstown, Ohio. Classes of 
instruction have been conducted in the mak- 
ing of fancy articles out of paper, in the mak- 
ing of beads, etc., with sealing wax, and the 
decoration of vases with this same material. 

The possibilities in connection with a de- 
partment of this kind are almost unlimited. 
There was held at one of the local schools a 
flower cantata, the participants in which wore 
costumes representing different flowers. 
These costumes were made of fancy paper by 
the girls who participated, under the direction 
of the instructor in the store. 

A party was given by a local iron and steel 
company at which about seventy-five were 
present, McKelvey’s furnishing the decorations 
for the hall and for the tables, being made of 
the fancy paper, in the school of instruction. 

In two weeks the store sold, through its 
educational and entertainment department, 
$1,800 worth of material of all kinds. And, 
besides that, the school of instruction and the 
department itself has brought hundreds of 
people into the store, all of whom showed their 
interest in the work and the products. 


EHapands Popular 
Shopping Hours 


Reducing trade peaks and filling in trade val- 
leys is one of the important problems the depart- 
ment store manager has to solve. There are hours 
when a store is crowded. Salespeople are too 
rushed to make the best of their opportunities. 
There are other hours when aisles are almost 
empty. The few customers about naturally are 
affected by the general lack of activity. 

The remedy, of course, is to get people into 
the store at other than the most popular hours. 
One way it may be done is by offering favorable 
prices on a few items or on special services. In 
one store it has been accomplished by giving a 
25 per cent discount on all work done at the 
Beauty Shop between the hours of nine and twelve 
in the morning. This has had the effect of in- 
creasing considerably the number of morning 
customers of this section and this increase has 
been felt in other departments. There are other 
offers which might be made with the same result, 
offers either of goods or of service. 


SELLING IDEAS 


Ideas Adaptable to YOUR Store’s Use 


Home Economy Talks 
Push Out Goods 


Here’s a ere wit glorious idea 
that is used by the Jones Store in Kan- 
sas City with great results in their 
auditorium during the many lecture 
courses they stage for the benefit and 
enlightenment of their customers. For 
instance, during a series of “home eco- 
nomics” lectures, a group of display 
booths was arranged at the rear of the 
hall and in each booth were demon- 
strated articles of home convenience 
and economy which were brought out 
and spoken of by the lecturer. During 
the “sewing course” the booths dis- 
played dress goods, accessories and 
such articles as are needed to make a 
home dressmaking venture a success. 
No mention of the booths with their 
merchandise is made by the lecturer, 
but the women who attend the lectures 
have to pass these stands on the “way 
out,’ and many of them stop for advice, 
suggestions and—purchases. 


“Cost Table” Grips 


Bargain Hunters 


OME time ago Lowenherz Brothers, 

of Columbus, Ga., inaugurated in 
their store what is termed a “cost 
table,” and are obtaining some unusu- 
ally good results with the plan. Every 
Tuesday and Friday some special arti- 
cle such as would ordinarily retail at 
$1 to $1.50 is taken from the regular 
stock and placed on the “cost table” for 
sale during that particular day at the 
actual wholesale cost. 

On the day before, announcement of 
the article selected for the “cost table” 
appears in paid advertising space in 
the Columbus papers, and in the course 
of a very few months this store has made 
the “cost table” a sort of an institution, 
a definite part of the business almost, 
and a money-maker into the bargain. 


Toy Mouse Made Good Hosiery 
Show—As Usual 


N calling attention to their new 

hosiery department which has 
just been installed, the Eastern Com- 
pany of Portland, Oregon, certainly 
called more than passing attention to 
a window display of hosiery which 
they arranged. A large fence formed 
the background of the window, and 
peeping out from behind the fence at 
the left were several small boys, one 
of whom held a string which was at- 
tached to a toy mouse in the fore- 
ground. A woman, lifting her skirts 
in alarm, completed the trim, while 
on the fence were regular theatrical 
“one sheets” giving necessary details 
of the hosiery department with an 
invitation to “come in and look 
around.” But quite a lot of “looking” 
was done on the outside, too. 


You Can Cut or Stretch Them 
to Meet Your Special Needs if 


They Don’t Fit Now. A Tip 
Is Enough for a Live Wire 


Petes eee eee 
ee 8 8 8 8 ee 


Oe err ss tt tt ee. 


Decorating Books Sell 
Housefurnishings 


Four of the Thirty-fourth Street 
windows of R. H. Macy & Co., Inc., 
recently carried displays that without 
a word on cardboard suggested the 
slogan “double the business in house- 
furnishings by combining housefur- 
nishings with books on interior deco- 
rating.” For instance, one window 
showed a branded rag rug, a ma- 
hogany table and reading lamp. 
Books between book-ends were on the. 
table. In the next window a comfor- 
table reading chair and a mahogany 
book wagon close beside it suggested 
reading the books on the wagon. 
These were some of the titles: “Fur- 
nishing the Home of Good Taste,” by 
Lucy Abbot Throop; “‘Practical Book 
of Interior Decoration,’ by H. D. 
Eberlein, A. McClure and E. S. Holla- 
way; “Inside the House Beautiful,” 
by Henrietta C. Peabody; “The Art 
of Home Decoration,” by Mary Har- 
rod Northen; “Color Schemes for the 
Home and Model Interiors,’ by 
Henry W. Frohme. One or two books 
were open on the rug, showing beau- 
tifully colored interior pictures. One 
window grouped five pieces of furni- 
ture with a single book in the center. 
A simple idea repeated four times in 
different groupings carried much 
weight. 


sea Pinu 
i See 
ea 


\ Prices 


pes A Spue. Worry 0s 3 ie 


Half Hour Specials Got 
Quick Action 


OUR sales are, of course, familiar, 
H but their drawback is that a cus- 
tomer will hardly wait an entire 
hour till another special is on sale, 
when she has once made her purchase. 
But there are ways of obviating this 
objection, one being even so simple a 
process as cutting the sales time down 
to half an hour. 

Holzwasser, Inc., of San Diego, Cal., 
turned the store over to the buyers, 
each one of whom was to name a special 
to be on sale for a half hour only. The 
series commenced at 9 a. m. and lasted 
through the day till 5 p. m. Watchers 
observed that women were coming to 
the store early and moving from depart- 
ment to department as the time went 
on, holding a copy of the ad in their 
hands, of course. Naturally, other de- 
partments benefited. in the few minutes 
between sales. In the glove section 
alone over 150 pairs of gloves were sold 
between 12.30 and 1 p. m. 

Another stunt that worked perhaps 
too successfully was a penny sale, 
wherein a representation of a cent in 
the firm’s ads was accepted as actual 
cash. Eight insertions in each of the 
three San Diego papers contained a 
printed “cent.” One-half million 
“cents,” or $5,000, were presented in 
payment of merchandise. This is over 
one-third of the circulation of the 24 
issues, and W. G. L. Tucker, advertis- 
ing manager for the store, who has 
had considerable newspaper experience, 
said he believed it was the highest per- 
centage of returns on record from ad- 
vertisements in daily papers. 


\ 
Pn Rare \ 
cane : y: 


Window Signs on Glass Save View of Goods 


Some time when you want to push a sale 
right into the faces of people passing by your 
store, yet have to do it so as not to hide even 
the least bit of merchandise—try doing it as 
this store did. 

The display man of the J. H. Anderson 
Co., Hopkinsville, Ky.—his name is M. S. Roos 
—got his goods together and arranged a good, 
“stocky” white goods window, that showed 
every bit of merchandise without crowding. 
Then he thought of his sign. 

If he made it on paper and pasted it in 
the window, it would hide the higher placed 
merchandise, and also give the effect of a 


comparatively low window, which he didn’t 
want. The sign had to be made so that it 
stood out, yet hid no part of the display. 

A minute’s thought and the rest was easy. 
He took pulverized chalk (whiting), mixed it 
with water, and drew his letters right on the 
glass, inside the window where it could not be 
rubbed off by accident. He does it right along, 
and the effect is very good. 

If desired, such lettering can be spread all 
over a window, without hiding a single bit of 
the merchandise to be displayed. It is so 
simple it is a wonder it isn’t done oftener. Try 
it some time. 


January 


Tuesday 


See if White Sale is under way 
in good shape. Check up the store’s 
figures and see what changes of 
operation are necessary for the com- 
ing year. See that all buyers’ con- 
tracts are signed for this year. 


Wednesday — 


See what Christmas goods left 
and see whether worth carrying 
over or should be cut to ridiculous 
price and closed out. Make ar- 
rangements to have wax figures 


done over in readiness for the 
spring season. 
Thursday 
Get the year’s general policy 


ready for Saturday’s buyers’ meet- 
ing. Make advertising a little more 
sensational for next few weeks. See 
what special merchandise is avail- 
able in the market for sale purposes. 


Friday 


Check up the Clearance Sale ad 
for next week to see if prices are 
low enough. Think over advisabil- 
ity of grass rug sale with reductions 
that will make ’em buy. Reduce 
any items in the White Sale that 
didn’t sell. 


Saturday 


Hold buyers’ meeting and outline 
briefly the coming year’s activities. 
Why not hold a bed and bedding 
sale some time soon as a sort of pre- 
liminary to February Furniture 
Sale? Have all counters and 
shelves repaired this month. 


Monday 


Be sure bargain tables have on 
them merchandise we’re most 
anxious to clear. Better investigate 
blanket and comfortable stocks and 
hold a sale if high. See status of 
contracts for paper, twine and 
boxes for store. 


MERCHANDISING CALENDAR 


Here Is a Ready Reminder for the Use 
Of the Busy Merchandise Manager 


By Ernest C. Hastings 


Tuesday 


Give out the general budgets for 
the year and discuss them with the 
respective heads of departments. 
Make plans now for the spring home 
sewing week. Talk with cotton 
goods buyer about orders to be 
placed. 


W ednesday 


See how Clearance Sale is going 
and reduce further anything that is 
not moving fast enough. See that 
stock of flannelette nightgowns, etc., 
is low and get rid of some if high. 


Thursday 


See that we have a goodly show- 
ing of spring millinery and put in 
window of same. Make arrange- 
ments at once for corset demonstra- 
tions during spring season. Fea- 
ture records in Talking Machine De- 
partment. 


Friday 


Slip through the warehouses to 
see if there is any winter merchan- 
dise to be pulled out and moved. 
Reduce prices heavily on children’s 
coats so as to close out all those re- 
maining. 


Saturday 


Hold buyers’ meeting and empha- 
size fighting for business next few 
weeks. Are we caught with a big 
stock of women’s wool, or wool and 
cotton or silk hose? If so, sell at a 
reduction. 


Monday 


Start a general House Furnishing 
Sale, including floor coverings, dra- 
peries and kitchen things. What 
shape is the heavy underwear stock 
—men’s and women’s? Reduce and 
sell if high. 


Tuesday 


Get after all ready to wear gar- 
ments that are left and move out at 
any cost. Try to get some sweaters 
at a low price fora sale. Try a Jan- 
uary Sale of toilet preparations and 
soaps. 


W ednesday 


Take sufficient reduction on furs to 
move out. Why not try out a really 
BIG sale of towels? Announce and 
show some advance patterns in silks 
for spring if possible. 


Thursday 


Don’t forget an ad for folks going 
South. Are we going to have a 
spring fashion show this year? If 
so, make plans now. Don’t forget 
some style information in the ads 
each day, if possible. 


Friday 


Check up bargain tables to see 
that they are supplied with best of 
bargains. Good time of year to go 
through shoe stock very carefully, 
taking out broken lines and sizes to 
sell at a special price. 


Saturday 


Hold buyers’ meeting and discuss 
spring stocks with them, giving gen- 
eral market conditions. Don’t for- 
get to plan for a sale of china some 
time next month. Don’t hide jew- 
elry left from the holidays. 


Monday 


Good time to try out a big Re- 
frigerator Sale with genuine reduc- 
tions. Don’t forget the stock of 
boys’ overcoats when closing out 
winter merchandise. Order porch 
swings and furniture soon. 


January 


Tuesday 


Try a comeback with the White 
Sale to get a little extra business. 
Suits are predicted as big sellers for 
spring. If so waists should move 
with an early showing. Why not 
a sale of things made of wool? 


W ednesday 


Give over last few days of the 
month to Pre-Inventory Sale to close 
out all odd lots. Be sure every 
buyer will have an opportunity to 
visit the market this season. 


Thursday 


Be sure Ready-to-Wear Depart- 
ment is showing spring merchan- 
dise. Have the men’s furnishing 
buyer plan for a big shirt sale in 
February. Have a look at stock 
rooms for clearance merchandise. 


Friday 


Check up the display and general 
fixtures of the store. Clear the 
stocks of all men’s and women’s 
heavy winter gloves. Write the 
EcoNoMIst for information about 
spring merchandise. 


Saturday 


Hold buyers’ meeting and insist 
on all departments showing NEW 
spring things as a business tonic. 
No reason why a sale of house 
dresses shouldn’t pull well middle of 
February. 


Monday 


Biggest remnant and odd-lot sale 
of the year this week. Establish a 
bargain or odd-lot table in EVERY 
department and advertise. Is spring 
to be a BIG sports wear season? 


Tuesday 


Let each department have a spe- 
cial table on which it will show odd 
lots of special merchandise. Check 
up the advisability of establishing 
a sports wear department in your 
store for spring. If you have the 
stock, why not an advance sale of 
women’s silk hosiery? Talk over 
appropriations for the coming year. 


W ednesday 


See that everything is set for the 
February Furniture Sale. Be sure 
all January Clearance and January 
White Sale signs are taken down to- 
night. Be sure all inventory sheets 
are in tonight. 


February 


Thursday 


Advertise a showing of the newest 
dresses and suits. Keep a weather 
eye on stock rooms and warehouses 
for winter merchandise that must 
be moved. See if orders for bath- 
ing suits have been placed. 


Friday 


Now’s the time to feature white 
fabrics for making of Easter con- 
firmation frocks. Hold a housefur- 
nishing sale of enamel ware only. 
While planning sales why not try 
out an old-fashioned sale of bleached 
and unbleached muslin? 


Saturday 


Try another refrigerator sale 
some day soon, with real reductions. 
Close out broken sizes and styles of 
shoes at any old price to get rid of 
them. Hold buyers’ meeting and 
urge getting in of novelties in spring 
goods to get extra business. 


Monday 


If furniture sale is lagging, get up 
a big ad on bedroom furniture at 
reduction. Hold a real sale of mat- 
tresses. Don’t forget to have flags 
ready for Lincoln’s and Washing- 
ton’s birthdays. Get baby carriages 
ready for an early spring sale. 


Tuesday 


Be sure that all winter garments 
have been cleared out. If not, cut 
prices more. Be sure to run an ad 
on linens for spring brides. Use 
items like thread and soap to get 
people in on dull] days. 


W ednesday 


Can always get a big day with a 
sale of draperies and curtains about 
NOW. Investigate the fur stock and 
hold a sale to bring it down. Get 
a line on sweater possibilities for 
the spring season. Have hammocks 
been ordered? 


MERCHANDISING CALENDAR 


Another Ready Reminder for the Use 
Of the Busy Merchandise Manager 


By Ernest C. Hastings 


Thursday 


Every housewife is short of sheets 
and sheeting—try a sale. See if a 
separate space in the ready-to-wear 
department can be fixed up for 
sports apparel. See if reed furni- 
ture is on order for the summer. 
How much silk hose on order for 
spring ? 


Friday 


Women can’t resist a china sale 
if the prices are right—try one. 
Women’s and children’s flannelette 
gowns should be closed out. Have 
arrangements been made with pat- 
tern company for a dressmaker or 
demonstrator during spring? 


Saturday 


Get out left over grass rugs, get 
a few new ones and have a sale. 
See if umbrellas are on order for 
spring’s rainy season. Hold a buy- 
ers’ meeting and insist upon care- 
ful, thoughtful buying for the spring 
season. 


Monday 


Have we held a Home Sewers’ 
Week? If not, do so at once. See if 
dress trimming stock is in line with 
the new season styles. Has there 
been a sale of men’s shirts this 
month? If not, try one. Good prices 
are 85c. for cheap ones and $1.48 
for better grades. 


Tuesday 


A house furnishing sale now for 
the house cleaning time. Be sure 
Easter greeting cards will be on sale 
on time. Be sure that all soiled mer- 
chandise is being moved in antici- 
pation of spring opening. 


W ednesday 


Try out a blanket sale, especially 
if some can be had at a price. Check 
up glove stocks and reduce prices on 
heavy winter ones if necessary. 
Make sure that ready-to-wear de- 
partment has an advance showing 
of sports apparel. 


_ 


Thursday 


Better investigate wool hose stock 
and see if it needs reducing. Ad- 
vertise woolen dress fabrics suitable 
for making sports skirts and sports 
suits. Be sure toy department has 
tricycles and skooters and other out- 
door things for boys. 


Friday . 


How about heavy underwear 
stocks? Get them down with a sale. 
Be sure to be prepared with boys’ 
navy blue suits for the Easter sea- 
son. Have an advance ad on the 
new wants for spring at a medium 
price. 


Saturday 


Has the date been set for the 
spring opening sale? If not, do so 
at once. Why not a men’s neckwear 
sale a week from today? Hold buy- 
ers’ meeting and outline buying 
plans for March as well as opening 
plans. 


Monday 


Be sure the shoe department is 
showing some of the new novelties. 
If you have a wall paper depart- 
ment, hold a sale now. Investigate 
stock of both women’s and children’s 
raincoats. Spring will be a big build- 
ing season—be sure screens are on 
order. 


Tuesday 


Urge patrons to order screens and 
awnings now at reduced prices. Plan 
a smashing toilet goods sale using 
the white season ideas as a theme. 
What are the size of refrigerator 
orders on file? 


W ednesday 


Not a bit too early to advertise 
the making of slip covers. A good 
sale of notions will always stimu- 
late sales. Go through orders on file 
and make buyers cancel all that are 
overdue or renew same. 


February 


Thursday 


Why not make an unusual event 
of Baby Week this spring? Make 
a list of the things the carpenters 
and painters are to fix up for spring. 
Check up the advertising appropria- 
tion for the spring season. 


Friday 


Get out the odds and ends of the 
store and stage a season end sale of 
odds and ends. See if the delivery 
wagons don’t need painting this 
spring. See if some departments 
need to be expanded for spring. 


Saturday 


Call attention to the new spring 
things in the store now. Change the 
backgrounds of windows for the 
spring opening. Hold a_ buyers’ 
meeting and talk over the spring 
campaign with them. 


Monday 


Hold a spring sale of ginghams 
and other cotton fabrics. Get up a 
neat and attractive price card to use 
throughout the store during the 
spring opening. Have all wax fig- 
ures been “done over” for the spring 
opening. 


Tuesday 


Hold a spring sale of ginghams 
and other cotton fabrics. Why not 
get out a special price card to use 
throughout the spring season? 
Have all your wax figures thor- 
oughly gone over before spring open- 
ing. Hold a sale of men’s gloves 
and hose. A special offering of silk 
petticoats would be good now. 


Wednesday 


Be sure everything is set for a 
drive for Easter business. Plan 
with the buyers of ready-to-wear the 
various trips to market. Ask cor- 
set buyer if she has completed ar- 
rangements for spring demonstra- 
tions. 


eS ne ee 


’ 


March 


Thursday 


Check up size of various stocks to 
see if any are heavy. Don’t forget 
automobile veils and accessories in 
your selling plans now. Go over the 
Dry Goops Economist for selling 
ideas that can be used for spring. 
Have buyers call all new merchan- 
dise to the attention of the sales- 
people. 


Friday 


Be sure everything is ready for 
spring opening. Might be well to 
feature some things the June Bride 
will be wanting for her trousseau. 
Be sure that you have competent fit- 
ters for the corset department. Keep 
in mind that STYLE is the big thing 
for early season buying. 


Saturday 


See if the display signs can’t be 
touched up a bit for the spring sea- 
son. See that the store directory 
has been brought up to date. Why 
not arrange with some local dress- 
maker to conduct classes in dress- 
making this month? Set aside a big 
remnant and odd lot sale day. 


Monday 


Check up the ready-to-wear boxes 
to see if sufficient have been ordered 
for the coming season. Go over the 
spring advertising - appropriation 
with the adman. Plan a men’s shirt 
sale soon and follow it with some 
special offerings in men’s ties. 


Tuesday 


See if sufficient alteration hands 
have been looked up to take care of 
the Easter business. Be sure you’re 
ready to supply the hair ribbon de- 
mand for the Easter season. Find 
out if you’ve a good showing of 
women’s new spring neckwear ready 
for sale. 


W ednesday 


Go through all departments and 
rummage around for any old stock 
to be moved. Have a feature ad on 
baby carriages very soon. If you’ve 
a plant department get your seeds 
and bulbs on sale now. Check up 
with glove department what is sell- 
ing best. 


Thursday 


Close out all unseasonable milli- 
nery at any old price. See that ar- 
rangements have been made for new 
salespeople for spring season. A 
rousing sale of men’s, women’s and 
childrens hose ought to pull big 
about now. Also, a sale of women’s 
silk underwear. 


MERCHANDISING CALENDAR 


March Will See Lively Doings if You 


By Ernest C. Hastings 


Friday 


See that the shoe department has 
new styles on display for the Easter 
season. Now would be a good time 
for a good toilet goods sale. See 
what knitting women are doing now 
and be sure there is yarn for them. 
About time to announce fur storage. 


Saturday 


Go over boys’ clothing stock to be 
sure blue serge suits are in or on 
order for Easter. Don’t neglect fea- 
turing golfing things some time soon. 
Why not run one big ad on the sports 
apparel for spring? A sale of spring 
and summer blankets will pull now. 


Monday 


Check up again to find out if bath- 
ing suits are on order or to be or- 
dered soon. Advertise woolen yard 
goods suitable for making sports 
skirts. Get pretty buckles for the 
shoe department. They always bring 
in many extra dollars. 


Tuesday 


Clean up the ads to make them 
look spring-like and get plenty of 
style news into them. A sale of 
sheets and pillow cases always pulls 
good this time of the year. Easter 
also affords big selling opportunities 
in business. Wonder how a pre- 
season sale of porch furniture would 


go? 


W ednesday 


Be sure willow furniture and 
porch swings and hammocks are in 
or on order for spring. Now’s a 
good time to investigate demand for 
lace and embroidery this spring. 
Have some attractive hat pins in the 
millinery department. Find out 
what the demand for knitted fab- 
rics is. 


Thursday 


Check up grass rugs on hand and 
on order and see if they will be 
ready when warm weather comes. 
Advertise the making of slip covers 
if you do this class of work. Go 
over mark-up of departments to find 
out what efforts various departments 
must make along this line during 
spring season. 


Friday 


Plan some ads on dressing up the 
home for Easter with new draperies. 
Don’t forget to have housefurnish- 
ing department get window and door 
screens and advertise same. See 
that there is an attractive showing 
of new silk sweaters for spring. Be 
sure all store equipment is looking 
its best. 


Saturday 


About time to place orders for 
trunks and bags in order to have 
them ready for summer vacation- 
ists. See if there is a possibility for 
the selling of some of the new 
knickerbocker suits. Don’t neglect 
a notion sale or two now that home 
sewers are getting the family sewed 
up. 


Monday 


Be sure the waist department has 
a good showing of the latest spring 
models. Suits promise big for 
spring, so women’s waists ought to 
be good. Plan ahead for a big wash 
dress sale right after Easter. Give 
the piece goods department some 
window space if possible. 


Tuesday 


Rainy season is almost here, so be 
sure of plenty of umbrellas and over- 
shoes. Let the bargain counters re- 
flect the new spring merchandise. 
About now a good sale of boys’ wash 
suits ought to go very well. Fea- 
ture leather bags and belts for Eas- 
ter selling. 


W ednesday 


See that the stationery department 
has plenty of Easter greeting cards. 
Check up all supplies of the store. 
Mark down any strictly style mer- 
chandise that is not selling well. Be 
sure buyers are using the most eco- 
nomical shipping methods in getting 
merchandise to store. 


Thursday 


Be sure that fabric department is 
planning for National Gingham 
Week. Go over refrigerator stock 
on hand and the orders to see if sup- 
ply is sufficient. A good feature of 
women’s muslin underwear will pull 
well now. See if much wool hose 
left—if so, cut prices and close out. 


Friday 


Check up to see that windows are 
dressed with the new Easter togs. 
Sale of bungalow aprons and house 
dresses always pulls well in March. 
House cleaning time offers big possi- 
bilities for a sale in the house furni- 
ture department. Set aside one day 
for a sale of white cotton fabrics. 


Saturday 


See that the children’s department 
has plenty of confirmation dresses. 
Easter selling always offers selling 
possibilities in attractive jewelry. 
When will the corset demonstrator 
be on the job? Toys for out of doors 
can be sold in fair quantities now 
Go over salary lists to eliminate 
“dead wood.” 


Keep Your Eye on the Calendar 


March 


Monday 


For confirmation don’t forget that 
boys and girls will want patent 
leather shoes. Run a sale of cut 
glass and silver for the Easter sea- 
son. Have buyers find out what 
merchandise can be had at a price 
for after Easter selling. Go over 
stock rooms to see what is held in 
reserve. 


Tuesday 


Go over ready-to-wear stock to 
see what models are not moving well. 
Don’t fail to hold a good sale of little 
girls’ gingham dresses. Insist that 
buyers have all mark-downs and 
mark-ups brought up to date at 
once. Believe an advance sale of 
porch swings and hammocks would 
go good. 


W ednesday 


Get April purchasing quotas ready 
for buyers. Force selling of style 
ready-to-wear next ten days. Rear- 
range furniture department to give 
good space to summer furniture. 
Run a feature space some day soon 
on sports silks. Be sure to get some 
publicity in monthly statements. 


Thursday 


Check up to see if lightweight 
knit underwear is ready for selling. 
Don’t forget to devote at least one 
ad on Easter togs for the babies. 
See that umbrellas and rubbers are 
prominently displayed on all rainy 
days. An announcement of awnings 
should be made as soon as possible 
now. 


> 


Friday 


Let the house furnishings depart- 
ment have two sales, one on iron 
ware and one on wooden ware. 
Feature bedroom furniture. Hold 
a sale of perfumes. Make a special 
offer in hand luggage. Show the 
new sports skirts in the windows. 
A special window display on baby 
goods. Plan another special offer- 
ing of dainty aprons. 


Saturday 


Go over millinery stock to see if 
any models are not selling. Adver- 
tise that ready-to-wear garments to 
be delivered before Easter must be 
bought at once. See that monthly 
statements get out on time. Run an 
extra big sale of women’s $5 milli- 
nery. Give one day’s ad to a big sale 
of women’s shoes. 


April 


Monday 


Blouses of wash materials from 
$2 to $3.50 would catch the eye now. 
Go over the stock of girls’ confirma- 
tion frocks to see that there are 
enough. Dress up the interior of the 
store so as to make it reflect an Eas- 
ter spirit. Cancel all overdue orders 
on Easter merchandise. 


Tuesday 


Children are now beginning to get 
into wash frocks for school—push 
gingham dresses at $38.95 to $5. Talk 
with ready-to-wear buyer to see how 
tweed suits are moving. Also check 
up the sale of knicker suits to see if 
there is a demand-for same. See 
how capes and coats are selling. 


W ednesday 


A good time to get rid of a large 
stock of shoes—a sale at the right 
price ought to last for three days. 
See that orders on white shoes have 
been placed and delivery dates set. 
Feature odds and ends and winter 
leftovers in Saturday specials. 


Thursday 


Be sure ALL windows reflect the 
Easter spirit with good style mer- 
chandise. Push knit goods wear 
with a special feature of stockings, 
silk bloomers and vests at special 
prices. If yours is a “resort” town 
of any kind offer popular priced dra- 
peries now with a big ad. 


Friday 


Get a window and ad on boys’ blue 
serge suits for confirmation. Here 
is a chance for children’s white 
dresses—organdies and voiles. This 
should link up, with special items for 
infants. A toilet goods sale just be- 
fore Easter is bound to pull big. Get 
on display electric equipment for the 
home. 


Saturday 


Plan a big sale and display of re- 
frigerators for right after Easter. 
Wouldn’t find any trouble making a 
sale in the colored wash goods pull 
with snap. Make imported ging- 
hams feature. See that there is a 
good assortment of waists to go with 
tweed and other sports suits. Hold 
buyers’ meeting. 


Monday 


Has the infants’ department a 
good showing of little coats and caps 
for the Easter season? ‘This is the 
way to start a week’s sale in ready- 
to-wear. Give them a silk dress for 
$13.50 to $15. Also spring top coats 
and suits of exclusive models for 
Easter. Do some advertising on 
awnings and window screens NOW. 


M ER’ C°H A NvD I'S NeG, 9 C7ACL, EeNeDFAGr 


People Are Awake with Spring. April 
Is a Month for Pushing Business 


By Ernest C. Hastings 


Tuesday 


Talk over with adman and buyers 
an exposition or sale for the June 
bride. Now is the time to push some 
luggage for those taking a week end 
trip over Easter. Also, sale of negli- 
gees and Pullman robes. Pep things 
up a bit with a sale of housefurnish- 
ings. Look into possibilities for silk 
sweaters during summer season, 


W ednesday 


See that furniture department has 
willow and summer furniture well 
displayed. Good time to go through 
stockroom to dig out all winter left- 
overs. See that housefurnishing de- 
partment is showing bulbs and seeds. 
Good time for spring handbags at a 
price. Feature package goods in 
art department for summer embroi- 
derers. 


Thursday 


See that small dress accessories 
are featured for Saturday. Offer 
table linen specials for the following 
three days. Tempt the young miss 
with a sale of party and dinner 
frocks of light and dark colors. Make 
it a one-day special. Be sure to 
have extra salespeople for Saturday 
before Easter. 


Friday 


Tomorrow would be a good day 
to put out a bargain table of men’s 
ties. Sale of men’s shirts always 
pulls good in the spring. Notion 
buyer will recognize advisability of 
having a hair net special. Tomor- 
row is the day for children’s shoes 
for school and dress wear. Good 
time to have a sale of bath and face 
towels. 


Saturday 


Gloves in short and three-quarter 
length would surely draw the day 
before Easter. Plan now for some 
sales of ready-to-wear garments to 
pep up business the last of next 
week. Hold buyers’ meeting to dis- 
cuss plans for May business. Plan 
departmental events. 


Monday 


Trousseaus are under way, so why 
not spring a lingerie sale including 
Philippine, silk and domestic under- 
things? Go over ready-to-wear 
stocks and reduce those models that 
have not taken well. Check up all 
ready-to-wear orders and cancel any 
that should have been delivered be- 
fore Easter. 


Tuesday 


Follow up on the lingerie sale. 
Feature silverware on a center table. 
Most of the grass rugs must be sold 
in next two months, so push them 
hard. Get a lot of porch cushions on 
which to have a sale. Have adman 
give good space soon to men’s ath- 
letic underwear. Sale of boys’ wash 
suits will pull if featured at popular 
prices. : 


W ednesday 


Continue with lingerie and put on 
a house dress sale, placing them on 
tables on the main floor. Find out 
if umbrellas are put on sale each 
time an April shower comes your 
way. Xmas handkerchiefs ought to 
be about worn out, so a sale of them 
should go good now. Plan advance 
showing of summer millinery soon. 


Thursday 


This date calls for an initial show- 
ing of the summer voile and organdy 
frocks. The millinery section should 
work a showing of large hats at the 
same time. Ask adman to try out 
some direct mail folders to see what 
the results will be. Feature laces 
and embroideries for the home sew- 
ers preparing a trousseau. 


Friday 


Small fur scarfs would make a 
good number at this date, for their 
popularity is stronger than ever this 
year. Show and advertise ribbons 
to make the popular sash for dresses. 
Have dress goods devartment feature 
materials suitable for the making of 
sports skirts. Check sales force to 
eliminate all non-productive help. 


Saturday 


In order to clean up on tweed 
suits fix up your stock and put on 
racks at one price. Romper sale 
should be a good drawing card now. 
Find out if arrangements are being 
made to stage a spring baby week. 
Check up the mark-up of various 
departments to see how each section 
stands. Get a report on open C.O.D. 
orders. Hold buyers’ meeting. 


Monday 


Good week to advertise and push 
a housefurnishing sale in conjunc- 
tion with special kitchen items in 
the furniture department such as 
tables, cabinets, chains, etc. See if 
force in the alteration department 
is too large now. Might be a good 
idea to check mark-downs of various 
departments. A big apron sale will 
pull big now. 


April 


Tuesday 


Startle customers with a corset 
sale and include the new corselette 
for summer wear. One of the strong 
brassiere numbers should go well. 
Don’t neglect the toy department. 
Feature roller skates, scooters and 
other things for outdoor play. Try 
out a sale of domestics, featuring 
muslins, sheetings, pillow cases, etc. 


W ednesday 


Mention some good china and 
glass numbers that would make ap- 
propriate wedding gifts. Run these 
for four days. Get in some summer 


furs to liven up the ready-to-wear 


department. Run a big ad some day 
soon featuring sports things in all 
departments. Run an ad on auto- 
mobile accessories for the summer 
tourist. Check up departments with 
high stocks. ; 


Thursday 


For those that carry sewing ma- 
chines now is the time to feature 
them. Knitting yarns would make a 
feature for selling on the main floor 
and in the department. Try out a 
remnant or odds and ends sale, some 
time soon, using all leftovers and 
poor sellers from every department. 
Feature veiling novelties. 


Friday 


For a two-day run put out rugs 
for the spring movers. Let a cur- 
tain special come across along with 
new cretonnes. House and porch 
dress sale will pull big now if prices 
are right. Run a luggage ad for 
early vacationists and the June 
bride. Feature silks that are suit- 
able for making the new sports 
skirts. 


Saturday 


Let the silk and dress goods de- 
partments, etc., feature materials 
suitable for sport skirts. Are you 
making preparations for a spring 
Baby Week? Check up mark-ups 
of various departments and see how 
each section stands. Check up the 
office to see what open C.O.D. or- 
ders there are. Hold sale of wooden 
ware in house-furnishings depart- 
ment, including stepladders, ironing 
boards, etc. 


Monday 


Boys’ play suits and wool sweat- 
ers would make an effective sale 
along with millinery for little girls. 
Give out buyers’ purchase allotments 
for May. Have summer vacation 
schedules made out soon. Cut prices 
on the heavier ready-to-wear gar- 
ments. Have sale of boys’ and girls’ 
play shoes. Also feature women’s 
athletic footwear. Hold buyers’ 
meeting. 


——— 


. 


a! SSeS aay ee Pe 


a 
’ 


—— 


EEE OEE 


May 


Tuesday 


Low shoes should have a sale in 
order to clear up stocks for the com- 
ing white season. Before entering 
the summer special sale season check 
over the mark-ups of the depart- 
ments to see which one can stand 
the biggest reductions for the selling 
season. 


W ednesday 


Follow up on the shoe sale and 
bring a little light into the hosiery 
section by staging a corking good 
sale of silk hosiery. Make sure that 
the millinery department has closed 
out or is closing out all early spring 
hats and see that there is a good 
showing of the airy summer hats. 


Thursday 


Keep up the good work on the 
shoe sale. Give over the next two 
days to a special in the wash goods 
section. See if summer furniture is 
selling readily. If not cut the price 
and advertise so as to get things 
started. Advertise some of the toys 
used in outdoor play. See that bath- 
ing suits are properly displayed. 


Friday 


Prepare the children’s section for 
a gingham dress sale. How about 
staging one for $1 on Saturday? Get 
a little more steam behind the selling 
of grass rugs. The ones to be sold 
at a profit must go out in the next 
few weeks. Don’t forget rag rugs, 
as they sell readily in warm weather. 


Saturday 


Give the men’s sections a chance 
by having a good tie number and a 
special in shirts. Feature all the 
things that automobile campers will 
want during the coming touring sea- 
son. Now’s a wonderful time to sell 
a lot of iceless refrigerators if you 
have them in stock. 


Monday 


Umbrella week is close at hand, so 
have your stocks ready and ads 
made up for following week, when 
you should come out with the biggest 
specials ever. Follow up with rain- 
coats and bring the sale into the 
ready-to-wear department with 
clothes for rough weather. Feature 
your photographing department with 
special emphasis on your finishing 
facilities. Run several ads on small 
phonographs for the summer camp 
or the automobile. 


MERCHANDISING CALENDAR 


The Merry Month of May Brings a 


~ Quick Start for the Summer Season 


By Ernest C. Hastings 


Tuesday 


The housefurnishing section has 
the best time of the year at hand, 
which is right after moving week. 
Women always do more or less em- 
broidering in the summer time—are 
you getting your share of this busi- 
ness? Give over a goodly section of 
the ad one day to a featuring of 
light fiction for summer reading. 


W ednesday 


Follow up for the rest of the week 
with housefurnishings and bring out 
a sale of $5 millinery with the 
thought of hats for thinner frocks. 
Plenty of good merchandise in the 
market about this time for your bar- 
gain basement. See that there are 
plenty of white shoes in stock for the 
Decoration Day sales. 


Thursday 


Are you planning for May 15 when 
the straw hats come on? Why not 
give the men a shirt sale on Satur- 
day and the boys a sale of Norfolk 
suits? Mark down all spring coats 
and see that they are closed out at 
once. Don’t forget a big sale of 
wash skirts before Decoration Day. 
Sale of men’s wash ties usually goes 
well about this time. 


Friday 


This should be a big day for a 
clearance of wool suits, coats and 
dresses. Get a good supply of week- 
end bags and see that they are put 
on the bargain tables from time to 
time. Check up to see what propor- 
tion of the toy orders have been 
placed. 


Saturday 


Give the women a special offering 
in the silk section and one in laces, 
embroideries and trimmings. Wash 
skirt time means an increase in your 
waist business if you get after it 
vigorously. Are you getting your 
share of the business now being done 
in summer furs? 


Monday 


Your notion section should wake 
up to an event such as Notions or 
House dresses or children’s week— 
give them something different. Men’s 
silk shirtings can be featured at this 
time for the making of women’s sum- 
mer dresses. See in what condition 
wash goods stocks are and stage a 
sale if too high. 


Tuesday 


Should see you under way for a 
toilet goods sale which will take 
place the following three days. 
Linens are an attraction just now— 
put them out on tables. See that 
orders for silk and wool or all wool 
hosiery are being placed for next 
fall. Now is a ‘good time to take 
inventory of underwear needs for 
next fall. Stage a sale of handker- 
chiefs for summer. 


W ednesday 


White wash blouses are a good 
thing if priced low enough. The 
Tuxedo sweater should take a stand 
on the main floor tables. Put extra 
pressure on the sale of refrigerators 
if you are going to sell them at a 
profit. Might take another shot on 
the sale of awnings. Also feature 
some window screens in the ads. 


Thursday 


Finish up the week with a drapery 
and interior sale—you will find that 
an aluminum special brought up to 
the main floor bargain table would 
pull. Don’t forget to run some ads 
of dusters and other garments for 
wear while touring in the automobile. 


Friday 


The wash goods section has the 
right time of year to bring off a big 
two-day event. Now might be a 
good time to write to the corset man- 
ufacturers about demonstrations for 
next fall. Havea sale of play shoes 
for boys and girls. Check up ad- 
vertising expenditures. 


Saturday 


Children’s millinery and women’s 
house dresses are timely Saturday 
numbers. Make plans for a lingerie 
sale. A smashing sale of boys’ wash 
suits always pulls big at this time 
of the year. Have you held a baby 
week this month? If not plan one 
at once and offer some extra good 
inducements to get mothers in the 
store. 


Monday 


A whole week for a lingerie sale 
which should take in negligees, etc. 
If things are a little slow try out a 
sale of domestics. If your prices 
are right you’ll get a crowd. Don’t 
forget a sale of furniture for the 
June bride as well as the other things 
that she will need. 


Tuesday 


Follow up with lingerie and come 
out with summer rugs. If you are 
near a summer cottage community a 
sale of cheap china sets will bring a 
lot of extra business. A featuring 
of porch and wash dresses always 
pulls well at this time. 


May 


W ednesday 


Lingerie, summer rugs and main 
floor specials of ribbons and dress 
trimmings. Check up to see that the 
windows of the store reflect the at- 
mosphere of summer. Go through 
the stock rooms and warehouses to 
search out surplus merchandise. 


Thursday 


Time is ripening for vacations, so 
a three days event of trunks should 
be planned on, along with hand bags 
and the paraphernalia which goes 
along to make the trip. Plan for a 
big clearing out of all odds and ends 
of spring merchandise right after 
Decoration Day. Talk to all buyers 
who need to place fall orders now. 


Friday 

Plan an opening the following 
week with a sports week which will 
follow the day after Decoration Day. 
Give your customers all of the 
clothes they should have for the va- 
cation week end. See that the office 
has June purchasing allotments 
ready for the buyers on time. See 
that all mark-ups and mark-downs 
are turned in before the end of the 
month. 


Saturday 


A good day for gingham dresses 
and specials from the sporting sec- 
tion, such as fishing tackle, as Bass 
Week is about to open. An extraor- 
dinary sale of men’s, women’s and 
children’s hosiery ought to pull big. 
See that you are prepared to supply 
whatever demand there may be for 
parasols this summer. 


Monday 


This should be a day to throw the 
store open to a store wide sale and 
to make plans for a week of special 
openings of voile dresses and the pic- 
ture hats to accompany them. Plan 
intensive selling for the first of June 
for grass rugs, refrigerators, porch 
furniture, hammocks and lawn 
swings. 


Tuesday 


Fill windows with voile and other 
summer dresses for women and 
children. Make preparations for a 
vigorous selling campaign on grass 
rugs, refrigerators, porch furniture, 
hammocks and lawn swings. Find 
out if buyers are ready for the June 
White Sale. Hold a buyers’ meet- 
ing soon to make plans for big July 
sales. 


Thursday 


Are your plans all ready for your 
June White Sale? Glass and china 
would kick up its heels if given a 
chance at this time. Plan a buyers’ 
meeting to talk over plans for the 
sales of July. Remind vacationists 
aa you will fill mail orders from 
them. 


MERCH A'N-D ISI NiG, “CA LEN D ASR 


‘ 


June Is the Month for Starting Summer 
Business Booming—Here’s How 


June 


Friday 


Friday is a good day to hammer 
on ready-to-wear specials for the 
week-end. Get one out on gingham 
and light frocks for women. Porch 
shades, don’t forget them. Check up 
to see if any sale for knit scarfs. 
Try to arrange a bargain table for 
children’s play suits and dresses. 


Saturday 


The misses’ department should be 
catering to the customers with grad- 
uation frocks and light summer hats. 
Don’t let the gift department forget 
summer visitors in town. Bring out 
something in low Oxfords or pumps 
which is seasonable and attractively 
priced. See if refrigerator stock is 
ample. See that vacation schedules 
are made out in all departments. 


Monday 


This is the day when the store 
should open a lingerie sale. Be sure 
to link up advertising, window dis- 
play and department with the same 
idea. Plan to have a special show- 
ing in neckwear, embroideries, etc. 
Put in a window display of things 
for the summer camp or camping 
trip. Get bathing suits and acces- 
sories well displayed. Feature radio 
sets for campers. 


Tuesday 


Turn the infants’ section into one 
of summer suggestions and offer a 
few summer specials in bonnets, 
white dresses and gertrudes. Re- 
frigerators talk for themselves at 
this date if properly priced. Don’t 
forget to advertise playthings the 
kiddies use out of doors. Go over 
mark-ups and mark-downs of spring 
season. Check merchandise on or- 
der and in transit to see how it 
will affect stocks. 


W ednesday 


Continue strong with the lingerie 
sale and get the adman to put 
over a big ad for Saturday which 
should carry it through the week 
with flying colors. Go over depart- 
ments to see how much steam must 
be put behind the July Clearance 
Sale. Ask buyers to check up on de- 
mand for all seasonable merchan- 
dise to see if prices need to be low- 
ered to effect quick selling. 


Thursday 


Give men’s shirts an ad, and with 
them sell socks, ties, union suits, etc. 
This is another favorable time to 
come out with a gingham day. Cut 
coat and millinery prices so low as 
to insure a final clearance. Investi- 
gate market conditions to see what 
will be available for July selling. 


By Ernest C. Hastings 


Friday 


Luggage for the vacation should 
be pushed on a two-day sale at least. 
With this sale advertise suitable cos- 
tumes to be worn for motoring trips, 
fishing, hiking, etc. Talk to blanket 
man to see that arrangements are 
being made for the August Sale. 
Cheap china dishes should sell well 
if you’re near a summer resort. 


Saturday 


Boys’ play suits and kiddies’ ging- 
ham frocks should get more atten- 
tion now. Also a special in bathing 
apparel and white tub skirts. Drive 
sale of porch furniture and grass 
rugs at this time. Get a few good 
ads on kodaks and supplies. Plana 
large sale of white footwear for just 
before July 4. 


Monday 


Have a dollar sale in the art em- 
broidery department. Be sure the 
ribbon department is showing fancy 
ribbons suitable for making women’s 
and children’s garters. Visit ware- 
houses and stockrooms to see what 
is held in reserve. How about Christ- 
mas orders? Are sports clothes 
being pushed hard enough? 


Tuesday 


Try to get in a few fall hats and 
dresses and suits and announce them 
at once. A sale of towels now should 
pull if you’re near a popular bath- 
ing resort. A bungalow apron sale 
always pulls well at this time of 
year. 


W ednesday 


Hold a big event in hosiery and 
one in gloves—silk gloves particu- 
larly. Corsets and brassieres of 
light, cool materials are timely. 
Hold buyers’ meeting soon to talk 
over July sale plans. Feature small 
bags for the week-end trip. Put in 
a window of light fiction books for 
the vacationist. 


Thursday 


Summer silks ought to make a big 
hit if put out at a good price—one 
which will be outstanding. Don’t 
forget to include pongee, because of 
the many summer uses it has. Sug- 
gest that your customers make a 
new Russian blouse for sport skirts. 
Make a drive on men’s straw hats 
at a reduced price if necessary. Also 
keep after refrigerators. 


Friday 


Spend the next two days in clear- 
ing off the racks sport coats and 
lightweight serges. Come out strong 
with a feature in the domestic sec- 
tion. You aren’t forgetting baby 
carriages, porch shades and ham- 
mocks, are you? See what summer 
fabrics need to sell more actively and 
price them accordingly. 


Saturday 


Sport millinery should have an- 
other shot. An ad on summer dra- 
peries might catch a lot of late buy- 
ers. Also feature some materials 
for the making of slip covers. Go to 
New York to investigate market con- 
ditions before sending the buyers. 


Monday 


Let the housefurnishing section 
feature a number of items suitable 
for light housekeeping, summer 
camps, lake cottages, ete. Don’t for- 
get that just now women are buying 
for IMMEDIATE needs. Check up 
with knit underwear buyer his needs 
for fall. See if there is any extra 
interest in silk sweaters. 


. 


Tuesday 


Light wool sweaters for golf make 
a popular number. Be sure to show 
the model on a form, and with the 
form have the golf bag or tennis 
racket. How about putting each 
one of your salesgirls into one of 
the sweaters? Give over a part of 
an ad to muslin wear for vacation- 
ists. Tell customers you’ll supply 
all their wants by mail when on their 
vacation. 


W ednesday 


House dresses are commencing to 
be really needed on account of the 
hot weather. Don’t be hesitant about 
giving them one last sale for this 
season. Get ready and give out to 
buyers buying limits for July. In- 
sist that each department show some 
oy merchandise as early as pos- 
sible. 


Thursday 


There are many people who are 
backward in buying porch furniture 
until it is actually needed—get after 
the laggers. Check up departmental 
figures to see which stocks are too 
high. Urge buyers to push small 
lots and odds and ends so as to have 
more money for July purchases. 


Friday 


There are sheer white blouses, 
white skirts of wash and wool mate- 
rials, ribbons for sashes, laces and 
embroideries which need to have 
their say at this time. Take another 
reduction on men’s straw hats so as 
to sell as many as possible before 
the one-half price sale. Get after 
fur buyer about his or her August 
sale. 


Saturday 


Give the summeriest of summer 
hats an ad with a buyable price and 
start cleaning things off the shelves. 
Get rid of your umbrellas whenever 
you have a rainy day. Gloves and 
neckwear ought to go and light sum- 
mer voiles, organdies, etc., should not 
be sitting around much longer. See 
how screens are going and advertise 
a little more. 


June 


Monday 


Here is a chance in the linen sec- 
tion, for people are already settled 
in summer homes and commencing to 
find out the things they need. In- 
vestigate drapery department to see 
what orders need to be placed now. 
Have a big sale of porch cushions at 
a popular price. Have a sale of over- 
alls and play suits for boys. 


Tuesday 


Have a sale of luncheon sets, 
Japanese cloths. Make your cus- 
tomers feel they can buy linens made 
up cheaper for their summer uses 
than bothering to make them by 
hand. Have orders been placed for 
flannels and flannelettes in the piece 
made up? Go over store to check up 
all strictly summer merchandise. 


W ednesday 


Put in some good strong ads on 
hammocks and porch swings. Hold 
a sale of kimonos for travelers. Get 
sign orders in for July Clearance 
Sale at once. See if summer under- 
wear stock is too heavy. Feature 
picnic things in an ad. 


Thursday 


End up your week and month with 
a drug sale; for popularity always 
reigns where there are beauty mak- 
ers for sale. Go over Clearance Sale 
merchandise to see if prices are 
right. Check up bathing suit and 
accessory stocks. Mark down any 
refrigerators that are not selling. 


Friday 


Check up screens and awnings to 
see if stocks are being reduced fast 
enough. If not, plan a sale im- 
mediately for them. Go through all 
departments and dig out merchan- 
dise suitable for July clearance. Go 
over plans for August blanket sale 
with the buyer. Try another ad on 
men’s straw hats to move them. 


Saturday 


Silk knit underwear ought to have 
a show, and can’t something be done 
in the way of a good strong bargain 
in light stockings? Let the ready- 
to-wear feature summer frocks, for 
silks will be coming soon. See that 
window plans for July Clearance 
Sale are made. Keep orders for 
merchandise well in hand. 


ie ei 


270 


July 


Monday 


Now might be a good time for a 
big wash silk sale. Don’t neglect 
advertising popular priced play gar- 
ments for boys and girls. Go over 
both advertising and selling per- 
centages. Be sure to hold a luggage 
sale for vacationists. Have a sale 
of women’s cotton dresses. 


W ednesday 


Clear up stocks of strap shoes. 
Find out about fur orders for the 
August sale. Watch how July sale 
starts to see if pricings are right. 
Have a sale of children’s gingham 
dresses. See what bathing suit 
stock is like. Feature some blankets 
for tourists and campers. 


Thursday 


Center some attention on fine 
negligees, especially Philippine em- 
broidered underthings for vacation- 
ists. Have $1 sale of men’s straw 
hats. Get stock of men’s shirts for 
a big sale late in July. Put in a 
window to attract automobile tour- 
ists. Feature golf accessories. 


Friday 


No better time for a big drug 
sale than now. Have a bath towel 
sale for the benefit of bathers. Go 
over plans for August Furniture 
Sale. Feature silk kimonos for va- 
cationists. Also a silk hosiery sale 
should bring big business now. Offer 
sandals for children. 


Saturday 


Sale of bungalow aprons and at- 
tractive house dresses at popular 
prices. Sweeten up porch dresses 
stock and have a sale some time 
soon. Let picnic and week-end ac- 
cessories be put on the bargain 
tables each Saturday. Plan for a 
bouncing sheet and pillow case sale. 


Monday 


Don’t forget stationery and sup- 
plies for the vacationist. Baby car- 
riages can be moved now with a 
mark down. Have a sale of men’s 
athletic underwear. Advertise a 
sale of popular priced china for 


campers and tourists. See that 
warehouses and _ stockrooms are 
cleaned up. 

Tuesday 


Have a sale of matting suit cases 
and week-end bags. Hold a sale of 
work shirts at say $1. Plan a sale 
of rompers for the kiddies. Let 
the toy department offer outdoor 
playthings at this time. Might bea 
good plan to reduce prices on boys’ 
wash suits. 


MERCHANDISING CALENDAR 


Drive Hard on Summer Selling, and Make 
First Preparations for Fall 


By Ernest C. Hastings 


W ednesday 


Try a good ad on women’s ath- 
letic underwear. Be sure that ham- 
mocks and porch swings are mov- 
ing fast enough to insure their 
clearance. Get a line on woolen 
dress goods prospects for fall. Pet- 
ticoats for summer frocks ought to 
sell in a sale. Show some early fall 
dresses. 


Thursday 


Get in a window now of new fall 
millinery and any other fall goods 
you may have in stock. Close the 
July sale this week with a big boom. 
Close out any spring coats and suits 
you may have at any old price. 
Keep the windows full of summer 
outing togs. Get after grass rugs 
if not selling well. 


Friday 


What are white shoes doing? 
Make move faster with a sale if 
necessary. Check up toy buyer on 
his Xmas orders. Make plans to 
boom corset business this fall, as it 
looks as though they were coming 
back strong. 


Saturday 


Plan a big silk sale the latter part 
of August. Have a sale of separate 
pants for boys. See how many of 
your Xmas jewelry orders are 
placed now. Perhaps a sale of 
sports waists of either silk or cot- 
ton will pull good. Give over a big 
section next week-end to a sale of 
men’s silk socks. 


Monday 


Plan a bargain table of paper 
napkins, picnic plates, etc., for the 
week-end. Also get bathing togs on 
a bargain table if you’re near a 
watering place. Get up an odds and 
ends sale for one day. Have house- 
furnishing department hold a sale 
of iced tea sets; also electrical ap- 
pliances for summer. 


Tuesday 


Try out a sale of muslin, giving 

good values at one or two prices. 
Have a big notion sale some time 
soon. If you have a camera and 
Kodak supply department feature it 
now. A remnant day in all piece 
goods will pull big. Offer wicker 
furniture at reduced prices. 


W ednesday 


Get advertising planned for the 
August sale of furniture, blankets 
and furs. Hold another toilet goods 
sale the end of the month. Fireless 
cookers and ice cream freezers will 
sell well if advertised. Offer popu- 
lar priced silverware for summer 
use. Try out a sale of Japanese ki- 
monos. 


Thursday 


Have a sale of washable things 
featuring dresses, skirts and shirts 
and all summer togs that are wash- 
able. Plan another sale of window 
and door screens. Check up depart- 
mental figures to see how the buyers 
stand as to expenses and business to 
date. Feature undermuslins. 


Friday 


Have a sale of playthings for 
children, featuring suits, socks, 
dresses, shoes, etc. Find out about 
knit underwear orders for fall. Try 
out some novelties in hand bags. 
Give over an ad to tennis and golf 
wearables as well as all the acces- 
sories. 


Saturday 


Get up a sale of women’s sailor or 
sports hats at a popular price. 
Have another sale of luggage. Have 
a reduced price sale of men’s sum- 
mer underwear and also men’s suits. 
Get stuffers on the various August 
sales ready for the monthly state- 
ments. Sale of first aid kits for va- 
cationists. 


Monday 


Why not special display signs for 
the August sales? Have a big 
house furnishing sale and follow 
this with attractive prices on re- 
frigerators. Hold a big handker- 
chief sale and you’ll be surprised at 
the result. Take a-good mark-down 
on awnings and screens. 


Tuesday 


Get another ad on grass. rugs. 
Tell buyers of policies to be followed 
in taking inventory. Have an early 
fall showing of women’s suits and 
dresses. Get ready for a two-day 
pre-inventory sale if stocks are high. 
Go over store for possible sale stim- 
ulators. 


July 


W ednesday 


Group white shoes for a big sale 
Saturday. Have a sale in men’s 


‘furnishings department of collar- 


attached shirts. Have a final clear- 
ance of all summer millinery. Go 
over stock rooms to get out all sum- 
mer things that must be sold at 
once. Clean up wash goods depart- 
ment with a sale. 


Thursday 


Get some of the advance fall 
models into the window. Perhaps a 
pushing of art embroidery pack- 
ages will help the art department. 
Hold a sale of summer corsets. 
Find out the advisability of a Fall 
Fashion show and just what kind of 
one should be held. 


Friday 


Better mark down bathing suits 
and accessories if stocks are high. 
Be sure all mark-downs are turned 
in by end of the week. Don’t forget 
to see that school supplies are or- 
dered. Have all buyers get in a 
sprinkling of new fall merchandise, 
and advertise it. 


Saturday 


Go over order files and cancel all 
over-due orders. See if fur, blanket 
and furniture departments have 
enough help for the sales. Talk 
over with buyers plans and policies 
for rest of the summer. Study the 
Economist American styles number 
for merchandise tips for fall. 


Monday 


Watch the various August sales 
that start today and see how they 
promise. A sale of sweaters for 
cool evenings will pull well if the 
prices are low. Put little more pres- 
sure on fall millinery. Offer to fill 
mail orders for all your customers 
who go out of town. 


Tuesday 


Be sure school supplies are or- 
dered. Make sure that all depart- 
ments are showing a sprinkling of 
new fall merchandise. Cancel all 
overdue orders on summer merchan- 
dise. Hold final clearance of all 
summer millinery at any price. 


August 


W ednesday 


Cancel or renew all orders for 
summer merchandise that have not 
been delivered. Cut prices on porch 
swings and hammocks if stock is too 
high. Place orders at once for fall 
curtains. See what departments are 
having the most trouble making 
their figures. Have feature ad on 
steamer rugs and blankets. 


Thursday 


A sale of hand made blouses 
ought to pull at a special price. 
Why not an offering of golf balls 
at cost. Get all organdie, dotted 
Swiss and voile frocks on reduced 
price racks for quick clearance. 
Also better investigate stock of 
summer sweaters, furs, etc. 


Friday 

Find out if all Christmas hand- 
kerchief orders have been placed. 
Is the furniture pulling as well as 
expected? Don’t neglect the com- 
forts in the August sale. A two-day 
sale of sheets and pillow cases will 
also pull strong. Now would be a 
splendid time for a feature sale of 
undermuslins for late vacationists. 
Sale of summer rompers and wash 
suits. 


Saturday 

Ivory toilet articles should sell 
now if displayed for vacationists. 
Devote one day in furniture sale 
to big reductions in willow furni- 
ture. See that novelty furniture 
is on order for Christmas selling. 
Talk over and make some plans for 
the fall fashion show. Make sure 
that school supplies will be in the 
house on time. Don’t forget to fea- 
ture the new fall things in millinery 
and ready-to-wear departments. 


Monday 


Reduce stocks in washable col- 
ored frocks for girls with a sale. 
Put some mousquetaire gloves on an 
aisle table. Dainty kimonos will 
sell well for the vacationists. Make 
some plans now for a big sewing 
week some time the last of the 
month. Reduce the _ stock of 
women’s and children’s white shoes. 


Tuesday 

A sale of glove silk underwear 
will pull strong. Have lingerie rib- 
bons on the bargain tables. Investi- 
gate the stock of bathing suits. 
Have a showing of new fall pumps 
and oxfords. Insist upon a closing 
out sale of all summer merchandise. 
Hold a sale of men’s shirts. Plan a 
toilet goods sale some time soon. 


W ednesday 


Take a day off to go over all 
Christmas orders to see what is 
coming in and what more is to be 
bought. See how much knit under- 
wear is to be ordered for fall. For 
the furniture sale specialize in odd 
pieces for a day or two. Keep af- 
ter wash frocks for women with 
your blue pencil. Find out if bar- 
gain tables are pulling well. 


MERCHANDISING CALENDAR 


Clearing the Way for That Good Fall 
Business Is August’s Job 


By Ernest C. Hastings 


Thursday 


You’ll be surprised at the re- 
sults of a worthwhile handkerchief 
sale. Vary your advertising with 
a sale of cool summer needs for 
stout women. Make tentative plans 
with display manager for fall win- 
dows. Hold a final sale of summer 
millinery. House dress sale at re- 
duced prices will pull big now. 


Friday 

Check up the discounts of all de- 
partments to see what ones are fall- 
ing down. Look over all fall orders 
for gloves. Clear out in a reduced 
price sale all spring patterns in 
cretonnes. Try out net guimpes for 
sweaters and suits. Keep a close 
eye on the style situation in ready- 
to-wear. 


Saturday 

Plan an attractive ad for boys 
and girls going away to school. 
Now would be an opportune time for 
a sale of children’s hosiery. Now’s 
a good time to plan for a real lin- 
oleum and oil cloth sale. Don’t neg- 
lect stock reductions in grass rugs. 
See that fall footwear is coming in 
for early showings. Try out a bar- 
gain table with reduced price silk 
hosiery. 


Monday 


Little extra effort in silk depart- 
ment will give good results now. 
Again good reductions on white foot- 
wear for final clearance. Go over 
all stocks and dig out summer 
goods that must be moved. Try out 
a rug sale. Go through stock rooms 
and warehouses for summer mer- 
chandise. Maybe further reductions 
on refrigerators will move some of 
them. 


Tuesday 


Plan a rip-roaring sale of both 
toilet and laundry soap. Hold an 
August sale of linens. Show some 
of the very latest overblouses. All 
summer ready-to-wear should be put 
under a few price headings and 
pushed. Sale of boys’ suits will pull 
if pice is right. Plan a wash goods 
sale. 


W ednesday 


More of the men’s summer under- 
wear can be cleared out with a sale. 
Show some advance waist models to 
boost business. Sometimes a late 
August sale of cut glass and silver 
will pull big. Be sure flags will be 
ready in sufficient quantity for La- 
bor Day. Fitted suitcases ought to 
go fairly well. 


Thursday 


Why not a sale of bridge and li- 
brary lamps? Check up quantity of 
woolen fabrics on order for fall. 
No reason why a sale of nursery 
furniture should not help stimulate 
the August Sale. Toilet goods de- 
partment might liven things up a bit 
with a sale. Hold an old fashioned 
sale of muslin and sell it at cost to 
get a crowd. 


Friday 

Plan for the end of the month a 
Season End sale of odds and ends. 
Don’t wait too long to hold your 
school sale of wearables for boys 
and girls. See if cut glass and sil- 
verware is ordered for Christmas 
selling. Stimulate men’s depart- 
ment with a sale of ties. Try outa 
sale of colored satin charmeuse. 
New suits will demand petticoats; 
see that some ave ordered. 


he J 


Saturday 

Your housefurnishing department 
can get a lot of extra business with 
a sale of aluminum ware. Have a 
showing of fall French millinery if 
you can get it. Have a window dis- 
play of fall curtains and draperies. 
A bungalow apron sale always pulls 
big if prices are low. Men’s depart- 
ment. can pick up a lot of extra 
business with a sale of pajamas. 


Monday 


Get out a good sized ad on new 
things for fall, featuring ready-to- 
wear, millinery, shoes, etc. Let one 
day soon be devoted to a sale of liv- 
ing room furniture. See that sport- 
ing goods department has full line 
of football things ready for fall. 
Get supply of rain capes and coats 
for children. 


Tuesday 


See that orders for children’s fall 
coats are on order. Have an ad and 
special showing of fall silk dresses. 
Talk to all buyers about fall outlook 
in their respective departments. A 
cushion sale will help the art de- 
partment now. Hold an advance 
showing and sale of fall draperies. 
Get supply of oil and gas stoves 
ready for early September. 


W ednesday 


See that cedar chests for Christ- 
mas are on order. Talk over advis- 
ability of changing all store signs 
for fall and also see that Christmas 
signs have been ordered. A few 
wash shirts at a very low price 
might pull fairly well now. Plana 
drive on radio outfits for early Sep- 
tember. See that shoe department 
has plenty of rubbers in stock or 
on order for fall. 


Thursday 


An enamel ware sale in the 
housefurnishing department to end 
the month. Plan a sale of school 
shoes, some time soon. Final clear- 
ance women’s wash dresses. See 
that Christmas cards are on order. 
See if trimming department is mak- 
ing preparations to take advantage 
of vogue for bead trimmings. Try 
out a sale of ribbons suitable for 
sashes for school wear. 


August 


Friday 


Hold another sale of sheets and 
pillow cases. Check up on desirable 
corset demonstrations for fall. 
Wool scarfs and capes in new color- 
ings should find some sale now. Don’t 
forget picture and gift departments 
for fixing up the home for fall. 
Find out if boys’ department has 
mackinaws ready or on order. 


Saturday 
Let the millinery department de- 
vote some advertising space to fall 
felt hats. Go through warehouses 
again to dig up remaining summer 
merchandise. Get up a drive on 
bargain table special for Septem- 
ber. Go over departmental mark- 
ups to see if summer sales have hurt 
them to any extent. Try out a sale 

of imported ginghams. 


Monday 


Find out how much of the leather 
goods stock for Christmas selling 
has been ordered. Get in some inex- 
pensive umbrellas for school use. 
Vacuum cleaners for fall. cleaning. 
Give a mid-season price on new silk 
frocks of crepes and satins. Check 
up stationery department on school 
supply needs. 


Tuesday 


Make out buyers’ purchase allot- 
ments for September. Try a sale on 
cotton nightgowns. Show off whole 
line of fall footwear. Be sure that 
the notion stock is in good condition 
for September Home Sewing Week. 
Is the wallpaper department all pre- 
pared for the fall redecorating? 


Wednesday 


Put out met’s knit union suits 
and silk cravats. Has the purchas- 
ing department made arrangements 
for Christmas boxes in all lines? 
Advertise a special in tea and coffee 
sets in the china department. What 
will be the demand on yarns for the 
coming season. Call attention to the 
new novels in the book department 
for the late vacationist. 


Thiradiey 


Make another journey through 
stock rooms and warehouses to re- 
move all remaining summer odds 
and ends. Now is the time to begin 
making plans for your Xmas toy 
arrangement. Have a sale of hand- 
kerchiefs for everybody. 


Friday 


Advertise cameras for the coming 
holiday. Bring out a pearl necklace 
at a price in the jewelry department. 
A special offering of Philippine lin- 
gerie for the college girl should 
bring response. Now is a good time 
to stimulate business on glace gloves. 
Make a showing of new fall coats 
with fur trimmings. 


- September 


Tuesday 


Don’t let a single ad get by these 
days without something in it for 
the school children. Check up the 
plans for the fall opening. Ofttimes 
a notion sale just before the opening 
will get a lot of extra business. Ap- 
rons and muslin underwear for the 
girls going away to college will 
bring many extra customers. Give 
over the ad one day to features in 
silks, woolens and wash fabrics for 
the home sewers. 


W ednesday 


Don’t forget to push ribbons for 
the little school girls. Now is a 
splendid time to plan a rousing sale 
of rugs, and in fact all home furnish- 
ings. A sale of house dresses will 
be good for just before the fall open- 
ing. After the rug sale try a two 
day event of linoleum. A picture 
sale always pulls well when folks 
are turning their thoughts indoors. 
Hold buyers’ meeting Saturday and 
discuss fall plans. 


Thursday 


See that your mailing list is in 
first class shape to send out the fall 
announcements. Plan some contests 
that will center the children’s at- 
tention on your store during the 
early days of school opening. May- 
be a sale of cotton fabrics suitable 
for school clothes will get a lot of 
extra business. Put school clothes 
on the bargain tables this week end. 
What about an unusual display of 
the new fall millinery in your best 
window ? 


Friday 


Decide at once whether you are 
going to use living models at the 
opening or not. If so get them and 
aave garments fitted properly now. 
Try out a big sale of children’s school 
hose. Try to work in a sale of 
dishes and house furnishings before 
the fall opening. See that there 
aren’t too many summer sweaters 
left in the women’s department. A 
sale of sewing machines ought to 
interest housewives just now. 


Saturday 


Don’t conduct your ready-to-wear 
advertising campaign on a hit or 
miss plan this fall. Lay out a defi- 
nite schedule and stick to it. Get 
a lot of men’s shirts and have a 
really worth while sale. Have a 
stock of oil stoves ready to put on 
sale the first snappy weather. Be 
sure to instruct buyers to look for 
novelties when in the market this 
fall. Stationery ought to sell if 
given good display and advertising. 


Monday 


Bath robes and silk kimonos ought 
to sell in a big way to boys and girls 
going away to school. Why not try 
to move the few remaining refriger- 
ators with another big cut in price. 
Lots of folks redecorate the home in 
the fall so feature your wall paper 
and draperies in some of the ads. 
Make sure that the window trimmer 
is ready for the fall opening. Be 
sure orders for Xmas novelty furni- 
ture have been placed. 


MERCHANDISING CALENDAR 


Opening Month of New Trade Year 
Is Full of Promise 


By Ernest C. Hastings 


Tuesday 


Do a little advance advertising for 
the fall ready-to-wear since the 
styles are radically different and the 
public may not accept them readily 
if you have not prepared the way. 
Small sale of toilet goods will get 
some extra business. Have an ad- 
vance showing and sale of the new 
fall shoes or oxfords. Try out a 
fabric sale in which you will feature 
only two of the leading fall colors 
but in all materials. 


W ednesday 


Go through all the warehouses 
carefully to make sure that summer 
merchandise has been cleared out. 
Now is a good time to check up the 
supplies that will be needed for 
Xmas and see that sufficient have 
been ordered. The sale in the men’s 
furnishing department can be boost- 
ed with a sale soon. A sale of kid 
gloves ought to pull well now. Have 
store fixtures all cleaned up for the 
opening. 


Thursday 


With the nights getting cool a 
sale of blankets and comfortables 
should pull in good shape now. Don’t 
forget that there are style features 
in merchandise other than ready- 
to-wear. If the nights are cool put 
flannelette night robes on the bar- 
gain counters. Grass rugs ‘can be 
moved if you reduce the price suf- 
ficiently and advertise them. See 
that bath robes for Xmas selling for 
men and women are on order now. 


Friday 

Whenever you have an ad on fall 
suits be sure to feature some pretty 
silk blouses. Hold a sale of corsets 
calling attention to the fact that the 
new styles demand a new corset. A 
sale of fall dresses at about $18.50 
should attract crowds. Be sure that 
heavy underwear is in the store, and 
marked and ready for selling. Put 
any and all left over summer mer- 
chandise away during the fall open- 


_ing—it hurts your new goods. 


Saturday 


Now is a good time to go over the 
departmental mark ups with the 
various buyers to point out what is 
required of them the coming season. 
Go over the advertising percentages 
of the departments and make such 
adjustments as are necessary for 
fall. Why not a sale of floor lamps. 
Examine every phase of the business 
to see where it is possible to get the 
costs of doing business down. 


Monday 


Plan a real sale of floor coverings 
and draperies for the last of Sep- 
tember or the first of October. Now 
would be a good time to have a big 
opening sale of all the new silks. 
Check up the stocks in the various 
departments to see which ones need 
watching. Have a dressmakers’ sale 
soon in which you will feature every- 
thing that they will need for mak- 
ing women’s and misses’ fall gar- 
ments. 


Tuesday 


Check up the selling force in all 
the departments to see if you have 
enough salespeople and to see if they 
are all good ones. Don’t forget your 
trimming department in your fall 
advertising. Get in and feature 
some of the attractive fall scarfs 
that are on the market. Remember 
that children’s wear and silk kim- 
onos can be shown in the style show. 
Plan some definite merchandise for 
the bargain tables for the fall. 


W ednesday 


The infants’ department ought to 
be showing some of the things need- 
ed to keep the baby warm during 
the cool fall evenings. Devote a 
space in your paper to new veils and 
new hats. Have an early sale of 
silk and silk and wool hose for wo- 
men. Don’t wait too long to hold 
a sale of sheets and pillow cases. 
Added interest may be had if you 
feature some low priced muslins at 
the same time. Have a sale of bath 
towels. 


Thursday 


Plan an early sale of household 
linens. Now is a good time to have 
a good showing of evening wear. 
Make sure that the shoe department 
has plenty of overshoes ready for the 
rainy weather. Some Saturday soon 
hold a big sale of boys’ suits. Check 
up the ready-to-wear department to 
see what prices are in most demand, 
and also which styles appear to be 
taking best. Order some boys’ cor- 
duroy suits for a sale later. 


Friday 


Try out a real sale on 100 piece 
dinner sets. Try out a dollar day 
in the art embroidery section. Let 
the shoe department have a good 
space in the ad to feature evening 
slippers. A lot of fur pieces can be 
sold now if you feature them. Find 
out from the silk buyer which colors 
and weaves are being bought most 
readily. Give a small window to the 
new veilings and gloves. Was the 
fashion show a success? 


Saturday 


Now is the time to plan and hold 
a sale of children’s heavy shoes. If 
millinery buying isn’t as heavy as 
it ought to be, try out a $5 sale. 
Don’t forget that high school and 
college girls will soon be wanting 
gym bloomers and middies. If you 
hit the right thing for women to knit 
you'll sell a lot of yarn this fall. 
Never a better time than now for a 
sale of men’s socks. Have plenty of 
children’s rain coats. 


Monday 


If fall coats are not moving fast 
try out a sale of good ones at $25. 
October is the month for umbrellas, 
so be sure you have plenty in stock. 
Might check up to see what woolen 
dress fabrics are proving most pop- 
ular with your customers. Make 
sure that the toy buyer has on order 
plenty of Xmas tree ornaments. Go 
through the store to see if it really 
reflects the spirit of the new season. 
Are flannelettes selling? 


September 


Tuesday 


Why not give over a window or 
two to a good display of curtains and 
cretonnes for fall. Has the toy buyer 
placed all his orders for Xmas and 
are deliveries coming through? The 
old reliable toilet goods sale will pull 
just about now. Make sure that the 
ready-to-wear departments are get- 
ting enough advertising. Has the 
corset buyer made arrangements for 
some good demonstrations. How is 
wool hosiery selling? 


W ednesday 


See how much leather goods is to 
be bought for Xmas, and how much, 
if any, has already been delivered. 
Have a few big smashing ads on wo- 
men’s coats if the weather is favor- 
able. Cool days bring the need for 
automobile robes, so show them. 
Card tables in a sale will help out 
the furniture department. A _ bar- 
gain table of 50c. jewelry will get a 
lot of extra dollars. Have an early 
sale of men’s and women’s bedroom 
slippers. 


Thursday 


Beds and bedding sales will help 
a lot. Check up in the various de- 
partments to see what items are pull- 
ing best and then plan some of this 
merchandise at a popular price for 
the bargain tables. Get the adver- 
tising department busy on plans for 
booklets and bill stuffers for the 
Xmas season. Have an educational 
ad on the new corsets for fall. Pre- 
pare buyers purchasing allotments 
for October. 


Friday 

The new costume demands a new 
handbag, so be sure these are fea- 
tured in a prominent place. Try out 
a sale of mattresses for one day. 
Make plans to drive your business in 
October. Get an assortment of slip- 
over sweaters to put on the bargain 
tables. The shoe department can get 
some extra business when the rainy 
days come with boots for children. 
Find out what fur trimming is prov- 
ing most popular this fall. 


Saturday 


Now is the time to check the sell- 
ing records of the month to see what 
the season promises in the way of 
increased business. Better make 
your plans now as to how the toy 
department is to be laid out this fall. 
See what merchandise is coming 
back for exchange or refund. Check 
up mark-downs. 


Monday 


_If the weather is cool now is the 
time to get some windows and some 
advertising on furs. Don’t forget 
that blankets can be sold in large 
quantities on the bargain tables. 
Folks are fixing up the home now, 
so do not fail to go after the cur- 
tain and drapery business of your 
town. Take your off days and stim- 
ulate them with extra special items. 


October 


Saturday 

See that flannelette garments are 
on display. Either put summer fur- 
niture out of the way or take a fur- 
ther reduction to clear it out. Check 
up to see if novelty furniture is or- 
dered for Christmas. Hold blanket 
sale first cold day. Get replacement 
values that will be affected by the 
tariff. Have sale of children’s bath 
robes for cool mornings. Give one 
bargain booth over to towels of all 
kinds at eect Pee 


M mie 
See what ready-to-wear models 
appear to be taking best. Plan spe- 


cial drive of women’s heavy oxfords 
and at the same time feature wool 
or wool and silk hose. Splendid time 
now for a sheet and pillow case sale. 
Advertise cold weather things for 
infants. A feature ad of furs will 
stimulate extra business. Make 
plans for an ees eR sale. 


Teele 
Go over payroll to see that all em- 
ployees are producing. If the 


weather is cool try a sale of boys’ 
corduroy suits. Go through order 
files and cancel all overdue mer- 
chandise or renew same. Do not 
delay longer in running an ad for 
woolen dress goods. Get a good win- 
dew display of infants’ and chil- 
dren’s warm coats. Give one day to 
art embroidery to feature things to 
be made for Christmas. 


W ednesday 

See that neckwear department 
has an assortment of wool and silk 
and wool searfs. Plan a feature 
sale of women’s coats at $25. Go 
over with buyers all Christmas mer- 
chandise and see that same will be 
in for display immediately after 
Thanksgiving. Be sure to feature 
all gas and electrical heaters you 
have. Stimulate house furnishings 
department with a sale of aluminum 
ware. 


Thuttiny 


This is a good time to check up 
newspaper rates, circulation, etc. 
Good space devoted to curtains and 
draperies ought to pull well in Oc- 
tober. Hold special exhibition of 
lamps and shades for people fixing 
up home for winter. See if store 
supplies are being handled in eco- 
nomical way. A house dress sale 
will always stimulate a dull day. A 
window display of glove silk under- 
wear. 


-F riding 


Fine rugs at moderate prices sell 
readily this time of year. Plan an 
advertising campaign for the silk 
department featuring one day black 
silk, another day navy silk and a 
third day colored silks. Change 
ready-to-wear advertising by fea- 
turing fur collared coats. Check up 
and see if there is any demand for 
women’s suits, particularly of the 
three-piece variety. See what mer- 
chandise is being returned and find 
out why. 


Saturday 
Don’t forget to have umbrellas 
displayed every rainy day. Small 
space given to new flannels will do 
wonders. Let kitchen furniture be 


MERCHANDISING CALENDAR 


Cold Weather Has Put Pep in the Air 


to Spur October’s Business 


By Ernest C. Hastings 


a feature for house furnishings de- 
partment. In the advertising em- 
phasize necessity of the right corset 
for the new garments. For one 
Saturday plan a big showing and 
sale of women’s $5 hats. Make up 
your mind now how much space 
should be given to toys this year. 
See that stationery department has 
a good showing of Thanksgiving 
favors. 


Monday 


Do not delay too long in marking 
down and cleaning out early fall 
millinery. The sewing week idea 
might be capitalized on now in con- 
nection with fabrics for making 
children’s school suits. Check up 
silverware and linen departments 
for complete stocks for Thanksgiv- 
ing. Be sure one of your windows 
is given over to a showing of new 
hosiery. 


Tired 


Have a sale of men’s, women’s 
and children’s gloves. When trim- 
ming a ready-to-wear window use 
newest veils on figures. Check up 
immediately mark-ups and mark- 
downs and talk with those buyers 
whose showing is not entirely satis- 
factory. See that the furniture 
man has cedar chests on order or 
on the way for Christmas. Try to 
get some unusual handbags for 
women, to sell at $5. Hold a spe- 
cial exposition of infants’ furniture. 
Arrange for showing of Oriental 
rugs. 


We PAE iy 


Suggestions in linens for the fall 
bride. The latter part of October 
is a good time for a big linoleum 
sale. Plan now a drive in the 
woolen fabric department, featuring 
one day materials suitable for coats, 
another for skirts, another for suits, 
etc. Let the silk department have 
an ad featuring fabrics suitable for 
making women’s _ handkerchiefs. 
Don’t forget to run a big announce- 
ment of fur things soon. See if par- 
cel post, express and freight deliv- 
eries are being held up. 


Thursday 


Tell the public of your facilities 
for making shades and draperies. 
Couch covers, draperies and all in- 
terior hangings should be well dis- 
vlayed at this time. Try to get 
bridge lamps at reasonable price for 
sale. Do not forget to cash in on 
the present vogue for ribbons. See 
that the bargain tables are being 
supplied with the kind of merchan- 
dise that pulls big. If boys’ wool 
mackinaws are ready hold a sale 
soon. See if the lace department has 
new laces such as Chantilly, ete. 


Friday 


Feature one day heavier golf togs 
for the country club. See that the 
lighting system of the store is in 
good condition so as to cut down 
electric light bills. Window display 
of new curtains and cretonnes. Mil- 
linery department should do well 
with a sale of untrimmed hats. 


Saturday 
See what demand there is in your 
community for capes. _Check up to 
see if the sale of silk petticoats has 
increased with the long skirt. Make 


sure stationery department has 
Christmas cards, ete., on order. 
Late October is a good time for 
toilet goods sale, featuring necessi- 
ties for fall and winter. Give over 
some space in your ads to stimulate 
automobile rugs. Lamp department 
can get some extra business by fea- 
turing boudoir lamps. Plan a floor 
covering drive, featuring one day 
Wilton rugs, another axminsters 
and a third day Brussels. 


Monday 


See if there is any special demand 
for embroideries. See what priced 
merchandise in style departments is 
pulling best. Start talking early 
Christmas gift buying in some of 
your departments. Take one of 
your windows to show new style of 
open work gloves. Advertise fur 
trimmed coats for misses and chil- 
dren. See that the ready-to-wear 
department will have plenty of 
evening gowns for the Thanksgiving 
social season. See if chokers are 
selling well in fur department. 
Plan big drive of women’s dresses 
in a week or ten days at $18.50. 


Tuesday 


If you have a book department 
give it some space in the advertis- 
ing. See what corset demonstra- 
tions are to be held soon. Be sure 
house furnishings department has 
carving sets ready for Thanksgiving 
trade. Electrical appliances fea- 
tured at this time will sell well. See 
that the art department has an in- 
structor in knitting. Now is a good 
time for the sale of men’s ties. 
Make a list of those departments 
that must be condensed after 
Thanksgiving for Christmas wares 
and see that stock in these are prop- 
erly reduced. 


W ednesday 


The boys’ department might get 
some extra business with a sale of 
boys’ chinchilla coats. Let one of 
your windows’ show children’s 
bloomer frocks. Get up a big ad 
on home dressmaking in which no- 
tions, fabrics, patterns, ete., will 
have good display. Put in a silk 
window showing all brilliant shades 
for fall. See that all store fixtures 
and equipment are in good shape for 
Christmas. Now would be a good 
time to start dressmaking classes if 
you can secure a good instructor. 
See that knit underwear depart- 
ments have a complete stock. Keep 
up your advertising of wool ma- 
terials. 


- Thursday 


Check up all orders of import 
merchandise for Christmas to make 
sure it will be received. Put Hal- 
lowe’en favors on bargain tables. 
Hold a clearance sale of bedroom 
furniture featuring odd pieces and 
suites. Check up alteration depart- 
ment to see if it is giving satisfac- 
tory service. On some off day of the 
week plan a big house furnishing 
sale in which you will feature 
enamelware. An _ exhibition and 
sale of bedroom slippers for men, 
women and children would bring ex- 
tra business. If you can get some 
handkerchiefs at a price put them 
on the bargain table. Let one of 
your windows display new boudoir 
robes. 

Give over a section of your pa- 


October 


Friday 

per to comfy things for the old 
ladies. 
ment is large enough teach making 
of lamp shades. Stimulate bedding 
department by special sale of silk 
comfortables. A window display of 
decorative linens will help. See if 
the delivery department has any 
open C. O. D.’s and what the total 
amount is. Let there be a sale soon 
of women’s kimonos. If women’s 
suits are not moving properly, cut 
price and get rid of them. 


Saturday 


Give a space in the ad to flannel- 


ette night robes and pajamas for the - 


family. Put crepe je Chine in the 
new fall shades on the bargain 
tables some busy day. Also, give 
over a bargain table to woolens at a 
special price. Let shoe department 
feature heavy walking shoes for 
wemen. See what departments are 
having heaviest mark-downs and 
find out reason for it. Let the art 
department offer some gift sugges- 
tions in practically every ad. Now 
is a good time to put lower priced 
millinery on bargain tables. Novel- 
ties in jewelry are good for bargain 
tables. 


Monday 


Devote small section of the ad to 
linens for the making of handker- 
chiefs; bring extra business. Hold 
sale of low priced fur trimmed coats 
for women and misses. Clear out all 
sports togs that are suitable for 
only early fall wear. Let the lin- 
gerie department feature some Phil- 
lippine stuff for extra business. 
The woolen department can stimu- 
late business with a sale of imported 
materials. Early in November is 
the time to plan for one of your big- 
gest sales in millinery. 


Tuesday 


Remember that immediately after 
Thanksgiving style merchandise 
dies fast so now is the time to plan 
reduction of stocks that are too 
heavy. Advertise engraving Christ- 
mas cards now and insist that or- 
ders be placed at once. Many extra 
rugs can be sold before Thanksgiv- 
ing with judicious advertising. See 
that every department has plenty of 
supplies. Make preparations for a 
big blanket and comfortable sale im- 
mediately after the first of Novem- 
ber. If any model hats brought in 
for the opening are left close them 
out at any old price. 
livery department to see if equip- 
ment is in first class shape for big 
holiday rush. 


W ednesday 


Talk with the display manager 
about interior decorations for the 
Christmas season. Think up some 
new kind of Santa Claus stunt to 
pull off this year. Give a window 
about two weeks before Thanksgiv- 
ing to evening gowns. Go over 
Thanksgiving advertising campaign 
with the adman. Plan big campaign 
ad for mid-winter millinery. Give 
advertising variety by planning a 
page of automobile wearables in 
which will be included coats, suits, 
shoes, hats, hose, gloves, etc. Get 
the linen and china buyers pepped 
up for big Thanksgiving sale. 


If your art and gift depart- 


Check up de-. 


November 


Thursday 


Special offering in linoleum should 
bring a response. Put bungalow 
aprons on a booth. Check up to see 
that all Christmas boxes are either 
in the house or in transit. If the 
weather turns cold bring out wo- 
men’s and children’s flannelette 
nightgowns at a price. These should 
pull strong. 


Friday 

Try a sale of enamel ware. Now 
that the football season has arrived 
be sure the ribbon department dis- 
plays the favorite colors. Don’t de- 
lay longer to either renew or cancel 
all outstanding Chirstmas orders. 
Are we well taken care of in the gift 
department. with pillows, candle 
sticks, etc., for Christmas gifts? 


Saturday 

At buyers’ meeting stress the 
necessity for special purchases for 
Thanksgiving business. Offer a Sat- 
urday special in misses’ apparel. 
Sale of winter shoes for kiddies 
should bring results. Call attention 
to floor lamps by showing them 
prominently in the department. 
Novelties in handbags and jewelry 
for gifts should be on display now. 


Monday 


Are store hours to be the same 
during the holiday season? Check 
up the personnel department to see 
that arrangements are being made 
for extra help. Offer a lot of boys’ 
overcoats at, say, $10. Be sure dis- 
play man has Christmas decorations 
at his finger tips ready for the sea- 
son. Speaking of preparations for 
Christmas, is Santa’s Suite fresh- 
ened up? 


Tuesday 


Hold election day sale of men’s 
clothing. Misses’ and women’s coats 
for $25 should bring extra business 
today. Have sale of luggage for the 
Thanksgiving tourist. Special in 
long kid gloves would certainly pull. 
Aluminum kitchenware should be 
called to the public’s attention now. 
Election day shoppers might be in- 
terested in sewing machines. 


W ednesday 


Be sure there is a full stock of 
boys’ raincoats, since most chaps 
find such a gift’ just the thing at 
Christmas. Clear out all fall mil- 
linery. Put knit and glove silk un- 
derwear on a table. Be sure space is 
set aside in the toy department for 
a tank or tracks for electric trains, 
etc. Hold an advance Christmas sale 
of perfumes. 


MERCHANDISING CALENDAR 


This Is the Month When Christmas 


Preparations Are in Order 


By Ernest C. Hastings 


Thursday 


Check up stock of bath robes for 
the entire family. In stationery de- 
partment urge that Christmas cards 
be engraved now. Hold sale of wo- 
men’s wool hose. Try to get-a fur 
coat to offer at a good price. Put 
silk charmeuse on a table at about 
$1.59 a yard. Men’s silk shirts 
should go well now. 


Friday 


Remember that the feminine heart 
loves silk underwear best as a gift. 
Is the department ready for busi- 
ness? In all piece goods depart- 
ments feature sale of remnants. 
Beds, mattresses, etc., might be 
stressed. Offer, say, 100 fur trim- 
med hats at a supreme sale. Have 
rug buyer get in a special number 
for Christmas. 


Saturday 

Buyers’ meeting. Check up stock 
of goloshes and overshoes. Hold a 
sale of flat silverware for the 
Thanksgiving need. Table linens 
should be featured for Thanksgiving 
also. In the fur department offer a 
choker at a price. Push yarn for the 
making of Christmas gifts. What 
are the chances for a big sweater 
business? 


Monday 


Display a good assortment of 
house slippers for men, women and 
children. Wrist watches for men 
and women might be offered in the 
jewelry department. Special offer- 
ings of kimonos and negligees are 
very good. Have an advance Christ- 
mas sale of knitted scarfs and tams. 
Take inventory of ready-to-wear 
and make all necessary reductions 
in price. 


Tuesday 


How is the heavy underwear sell- 
ing? Show in department a supply 
of needlework package goods as gift 
suggestions. Hold a Dollar Day sale 
in the downstairs store. Are all 
Christmas departments being spread 
out enough? Be sure handkerchief 
department is fixed up nicely for 
extra business. What are the dis- 
play man’s ideas for holiday window 
trimming? 


W ednesday 


Try to pep up business in the 
blouse department with a special 
offering. Think up some kind of 
contest for employees during Decem- 
ber. What special inducements are 
offered in the piano and phonograph 
department? Check up and sell at 
any price leftovers of the fall season 
merchandise. 


Thursday 


n 
Make plans now for a big sale of } 


women’s dresses to be held just be- 
fore Christmas. Hold a midseason 
sale of furs. Plan advertisement 
featuring all gifts that can be made 
by hand. See that all requisitions 
for Christmas gift boxes are in the 
supply department. Plan with ad- 
vertising man to get all publicity 
into holiday dress the day following 
Thanksgiving. 


Friday 
Feature sheets, pillow cases and 
comfortables for the Thanksgiving 
visitor. Show latest novelties in the 
dress trimming department. Also 
show accessories for evening wear. 
Try a sale of cretonnes. 


Saturday 

Buyers’ meeting. Have advance 
sale of Christmas ties for men. Be 
sure that fillers giving gift sugges- 
tions are enclosed in every package. 
Will the Christmas mail order busi- 
ness be well taken care of? Check 
this up. What will be the policy with 
reference to mailing gifts free? 


Monday 


Is there a complete supply of 
Christmas tree ornaments on hand? 
Plan to introduce Santa Claus in the 
toy department next Monday, giv- 
ing him a hearty welcome. Be sure 
he has a little favor for all the chil- 
dren who visit him. Be sure there is 
a good supply of novelties in the in- 
fants’ department, for gifts. 


Tuesday 


Be sure there is a complete stock 
of umbrellas for the entire family. 
Make special offer of odd pieces of 
furniture as gift suggestions. Check 
up to see that extra floor men are 
well posted in the men’s furnishings 
department; offer silk  shirtings 
packed in Christmas boxes. 


W ednesday 


Run a page of gift suggestions 
for the entire family. Arrange a 
place where customers can have 
their Christmas packages wrapped 
for mailing free. Place on sale sam- 
ple novelties in fancy garters, bou- 
doir caps, fancy neckwear, etc. Be 
sure stationery department offers at- 
tractive Christmas favors. 


Thursday 


See that there is a good supply of 
cedar chests for Christmas. Go 
over December buying allotments. 
Hold a sale of woolen hose and also 
heavy gloves for winter sport wear. 
Have an understanding with sales- 
people with reference to special 
shopping hours during the coming 
month. 


November 


Friday 


Have advertising department get 
up some sort of booklet giving sug- 
gestions for all in the home. Be 
sure that change in store hours is 
given prominent place in daily pub- 


licity. Talk with delivery depart- 
ment about handling Christmas 
rush. In holiday merchandise ads 


do not forget staples. 


Saturday 

Buyers’ meeting. This will be 
the last before Christmas. Urge 
that requisitions for Christmas holi- 
day boxes, wrapping paper, etc., be 
made at once. Feature smoking 
jackets and smoking stands for men. 
Hold a sale of surprise gifts for the 
girl and boy home from college for 
Thanksgiving. 


Monday 


Run special ad on last minute 
needs for Thanksgiving. A Run of 
the Mill sale of silk hosiery on a 
bargain table would pull strong. Be 
sure that all store decorations 
planned for Christmas conform with 
the fire regulations. Get up a letter 
to be sent to all the kiddies in the 
town, urging them to come and see 
Santa. 


Tuesday 

Be sure that all Christmas signs 
are ready for distribution through- 
out the store the day following 
Thanksgiving. Watch early Christ- 
mas buying for indications of short- 
ages in various lines. Hold a pre- 
inventory sale in ready-to-wear. 
Try a sale of domestic rugs. In an 
ad list Christmas savings on every 
floor. 


Wednesday 


Have good space in book depart- 
ment devoted to Christmas books 
for children. See that the business 
rush to the toy department is well 
taken care of—provide express ele- 
vators, etc. A sale in heavy knit 
underwear for all members of the 
family would pull now. Fancy 
lines shown in the art embroidery 
department make splendid gifts. Of- 
fer smart dresses at a price for 
Thanksgiving. 


Friday 


A sale of run-of-mill silk hosiery 
will go well. See that the delivery 
department is ready to care for the 
Xmas rush. Be sure that all holi- 
day decorations conform to insur- 
ance regulations. Keep staples 
well to the front during holidays. 
Make up surprise packages for 
Xmas selling. 


December 


Saturday 

Feature ready-to-wear strongly 
between now and the 15th. Go over 
outstanding orders of every depart- 
ment carefully and cancel overdue 
Christmas merchandise unless it is 
sure to be in immediately. Check up 
the delivery department to make 
sure it is in condition to handle the 
rush of holiday business. See that 
all exits and entrances are working 
freely so as to take care of the 
crowds of people. See if some aisle 
tables need to be removed to facili- 
tate circulation of the crowds. 


Monday 

Now is the time to plan for a big 
shoe and ready-to-wear sale day af- 
ter Christmas. Install cashiers and 
wrappers in those departments in 
which they can speed up service. 
Plan a children’s dress sale for the 
latter part of next week. Give 
about a quarter page ad to men’s, 
women’s and children’s hosiery for 
Christmas gifts. 


Tuesday 


Is Santa Claus selling surprise 
packages, and if so how are they 
going? If not, why not try out next 
Saturday? Go over store to see if 
decorations, etc., reflect the holiday 
spirit. On busy days, give over 
bargain tables to staple merchan- 
dise for gift purposes. See if any 
Christmas merchandise is moving so 
fast as to justify re-orders. 


W ednesday 


Give over entire advertisement 
and box everything you possibly can 
for the event. Better check up the 
jewelry department at once to see if 
it is getting its required business. 
Check up advertising percentages to 
see what departments can stand a 
little more pressure. Give at least 
quarter-page ad to both high and 
low priced handbags. 


Thursday 


If you have not already done so, 
why not fix up a very attractive 
booth for the selling of handker- 
chiefs. Let the ad for toy depart- 
ment one day feature all new and 
old games. Force sale of bulk mer- 
chandise as much as possible so as 
to get it through delivery depart- 
ment at once. If any fall suits are 
left, cut severely to close out. Check 
up with personnel department to see 
that every department has sufficient 
salespeople. 


Friday 
During rush days put information 
men or women at the entrances of 
the store so as to direct customers to 
the proper departments. A quarter- 
page ad of neckwear and scarfs for 
Christmas giving should pull well 
now. Be sure cut glass department 
is clean, sparkling and attractive. 
Even. though you do not have a book 
department, why not a table of fic- 

tion for the holidays? 


Saturday 
Do not forget to have small an- 
nouncement in advertising almost 
daily about Christmas gifts and 


MERCHANDISING CALENDAR 


This Is a Month of Constant Driving 
to Make a Big Record 


By Ernest C. Hastings 


stationery. Have big sale and offer 
umbrellas suitable for Christmas 
gifts. Make sure every department 
is supplied with holiday boxes. In- 
sist that the piece goods depart- 
ments show as much merchandise in 
Christmas boxes as possible. Run 
page ad soon on Christmas gifts for 


$1. 


Monday 


Plan sale of blankets and com- 
forts soon. See if any of the dolls 
need price reductions to start them 
moving. Make careful survey of 
the windows to see if they are shout- 
ing Christmas to passersby. Insist 
that every ad have a holiday ap- 


pearance. Box petticoats for 
Christmas giving. 
Tuesday 


Give over large size ad in the toy 
department to mechanical toys. 
Have attractive ad for the infants’ 
department, showing some of the 
little articles suitable for gifts. 
Put on bargain table blouses for 
gifts at a popular price. Plan sale 
and Christmas display of table 
lamps. Let furniture department 
do most of its Christmas advertising 
now. 


W ednesday 


Give Toyland a big ad on educa- 
tional toys as soon as possible. See 
if merchandise has been bought and 
shipped for the big day-after- 
Christmas sale. Make sure Santa’s 
location in the toy department does 
not interfere with the selling of 
toys. Do not forget to advertise 
gift gloves. If you have not one 
already, now is a good time to or- 
ganize art and gift department and 
advertise it big. 


Thursday 
Plan a sale of men’s shirts suit- 
able for Christmas gifts. Let rib- 
bon department make up assort- 
ments of hair bow ribbons and put 
them in boxes. Go over store care- 
fully and mark down any Christmas 
merchandise that is not moving 
properly. Give over advertisement 
one day to lists of gifts for each 
member of the family. Check up 
the jewelry stock to see if they are 

going down satisfactorily. 


Friday 


Go through stock rooms to see if 
any Christmas lines are too big and 


if so, make plans to move them. ~ 


Do not forget to put a slip in gloves 
for Christmas gifts insisting that 
the gloves be brought to the depart- 
ment for try on. Feature needed 
curtains and draperies for fixing up 
the home for Christmas. Give ad 
one day to things the little girl will 
want for Christmas. 


Saturday 

It is not too early to try out a 
few spring garments in the ready- 
to-wear department so as to get 
people thinking of that section. If 
there are too many women’s coats 
left try a sale at reduced prices. 
Same with dresses. Why not an ad 


in which you will feature gifts for 
people whom one might overlook? 
Force sale of jewelry and toilet ar- 
ticles strongly at this time. 


Monday 


You can get a big day in the mil- 
linery department by offering all 
hats at half price. Plan three sep- 
arate sales of handkerchiefs—one 
for women, another for children, and 
a third for men. Give at least a 
quarter-page ad to gift furniture. 
Do not forget to feature Madeira 
and fancy linens for gift purposes. 
Plan big drive of silk, silk-and-wool, 
and wool hosiery as gifts. 


Tuesday 


Plan attractive Christmas greet- 
ing card ad for the 24th. See if 
knit underwear stocks are too heavy 
and if so, try to reduce them by cut- 
ting prices. Be sure bargain tables 
do not make for serious congestion 
during the final rush. See if 
blanket robes are selling satisfac- 
torily. Have beautiful window of 
silk underwear put in soon. Ask 
buyers to report any slow moving 
Christmas merchandise at once. 


W ednesday 


Make a strenuous drive this week 
on jewelry, leather goods, toilet ar- 
ticles and similar Christmas goods. 
Be sure several collections are made 
from the cash registers daily during 
holiday rush. Talk to display man- 
ager about plans for decorations for 
the January White Sale. Be sure 
every consideration is shown to em- 
ployees that they may be kept in 
good shape for the final rush. 


Thursday 


Let final Christmas ads be de- 
voted mostly to lists of the smaller 
wares. Avoid if possible taking on 
any new help now for Christmas. 
See if everything is ready for the 
sale, day after Christmas. Now is 
the time to go through the toy de- 
partment and make drastic reduc- 
tions on items that have not sold. 
Check up all new help taken on for 
Christmas and see if any should be 
kept. 


Friday 


Why not a half-page ad for elec- 
trical gifts for the home? Give our 
bargain table to leather goods at re- 
duced prices, if stocks are high. 
make another investigation of stock 
rooms and warehouses to see if any 
Christmas merchandise is. being 
overlooked. Caution salespeople not 
to promise delivery of merchandise 
unless they are sure it can be done. 


Saturday 

Visit receiving room daily and 
rush late arrivals of Christmas 
goods on sale at once. Have hand- 
kerchief buyer prepare for the day- 
after-Christmas sale with all left 
over odds and ends, ete. Make hur- 
ried investigation of all departments 
in store to see if extra reductions 
will clean out any of the strictly 
Christmas goods that are not mov- 
ing. Insist that day-after-Christ- 
mas sale merchandise go into win- 
dows. 


December 


Monday 


Make plans to give every em- 
ployee of the house some sort of gift 
before leaving tonight. Let bargain 
tables for day be given over to small 
Christmas items at reduced prices if 
possible. Insist that buyers order 
new signs for their departments at 
once. See that buyers participating 
in the day after Christmas sale have 
their merchandise and departments 
ready. Have a jolly Christmas 
yourself. 


W ednesday 


Talk to buyers who are to partici- 
pate in January White Sale to see 
if merchandise is marked and ready. 
Go through store to see that Christ- 
mas signs are down. Insist that all 
exchanges of Christmas merchan- 
dise be made cheerfully and courte- 
ously. Check up every department 
to see what Christmas merchandise 
is left over and see whether it is ad- 
visable to put it away for another 
year or try to sell it at reduced 
prices. 


Thursday 


Hold buyers’ meeting soon and 
discuss the policy for the January 
Clearance Sale. Get together all 
soiled Christmas merchandise and 
either put it on bargain tables at big 
reductions or give it away. Now is 
a good time to feature winter sports 
apparel. Begin making plans for 
February furniture sale and sale of 
housefurnishings. Check up dis- 
play manager and his White Sale 
windows. ; 


Friday 

Go over departmental figures with 
the office to see what purchase allot- 
ments to make to each department 
for January. Let advertisement be 
in form of New Year greeting. 
While Christmas business is still 
fresh in your mind, dictate a sum- 
mary of the mistakes made this year 
so they can be corrected next year. 
See what departments have too 
much room, now that the rush is 
over. Get forms ready for inven- 
tory. 


Saturday 
Make plans for some big depart- 
mental sale events the last two 
weeks of January. Have all Christ- 
mas merchandise that is to be car- 
ried over for another year put away 
at once. Ask personnel department 
to check up help to see if there are 
too many people on hand. Give over 
bargain tables on Saturday to odds 
and ends of items that can be of- 

fered at big reductions. 


Monday 


See that everything is in readi- 
ness for big White'Sale. Hold buy- 
ers meeting and insist that they go 
over their departments very care- 
fully to pick out items for big Janu- 
ary Clearance Sale. Check up de- 
partmental gains for the year and 
see which ones have done the best 
and if possible, find out why. Think 
over advertising appropriation for 
next year. 


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UNIVERSITY OF ILLINOIS-URBANA 
Q. 659.1 0849D C002 v.1 
Dry goods economist year book of adverti 


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